000162164 001__ 162164
000162164 005__ 20250717131553.0
000162164 037__ $$aTESIS-2025-244
000162164 041__ $$aeng
000162164 1001_ $$aBarta Arroyos, Sergio
000162164 24500 $$aAugmented reality as a tool to improve decision-making in online shopping: mitigating the problem of product return
000162164 260__ $$aZaragoza$$bUniversidad de Zaragoza, Prensas de la Universidad$$c2023
000162164 300__ $$a280
000162164 4900_ $$aTesis de la Universidad de Zaragoza$$v2025-243$$x2254-7606
000162164 500__ $$aPresentado: 07 07 2023
000162164 502__ $$aTesis-Univ. Zaragoza, , 2023$$bZaragoza, Universidad de Zaragoza$$c2023
000162164 506__ $$aby-nc$$bCreative Commons$$c3.0$$uhttp://creativecommons.org/licenses/by-nc/3.0/es
000162164 520__ $$aThe main purpose of this thesis is to understand the causes of the shopping experience that explain product returns, and then to analyse how AR (Augmented Reality) can help to solve this problem. This thesis examines the role that AR can play in the shopping experience, and more specifically, in the decision-making process, after exploring how aspects of the shopping experience (e.g. flow states) can influence product returns. The first study (chapter 2) highlights that consumers who recognize being in the flow state perceive it as a negative aspect of the shopping experience when they regret their purchase decision. These consumers tend to feel more regretful about the shopping process they went through, leading to outcome regret and ultimately resulting in the product return. Then, after conducting a systematic literature review (chapter 3), the last three empirical studies (chapters 4, 5 and 6) suggest that AR is an adequate tool which facilitates the consumer's decision-making process, which can help to mitigate the number of product returns. Moreover, based on the HSM model, AR allows making faster decisions. However, based on the two information processing routes, AR will improve confidence and comfort with the decision in those products in which the consumer relies on heuristic indicators and, therefore, this information processing route predominates to a large extent. However, further research is needed to fully understand the extent of these effects and their applicability to other products and contexts. Finally, chapter 7 relates the research goals with the main results and implications for both theory and practice derived from these interesting findings. In addition, the main limitations are shown and an agenda for future research is provided. <br />
000162164 520__ $$a<br />
000162164 521__ $$97091$$aPrograma de Doctorado en Economía y Gestión de las Organizaciones
000162164 540__ $$9info:eu-repo/semantics/openAccess
000162164 6531_ $$acomportamiento del consumidor
000162164 6531_ $$amarketing
000162164 691__ $$a0
000162164 692__ $$a
000162164 700__ $$aFlavián Blanco, Carlos $$edir.
000162164 700__ $$aGurrea Sarasa, Raquel $$edir.
000162164 7102_ $$aUniversidad de Zaragoza$$b
000162164 830__ $$9503
000162164 8560_ $$fcdeurop@unizar.es
000162164 8564_ $$s4204593$$uhttps://zaguan.unizar.es/record/162164/files/TESIS-2025-244.pdf$$zTexto completo (eng)
000162164 909CO $$ooai:zaguan.unizar.es:162164$$pdriver
000162164 909co $$ptesis
000162164 9102_ $$aCiencias Sociales y jurídicas$$b
000162164 980__ $$aTESIS