Augmented reality as a tool to improve decision-making in on(...).pdf

Augmented reality as a tool to improve decision-making in online shopping: mitigating the problem of product return

Barta Arroyos, Sergio
Flavián Blanco, Carlos (dir.) ; Gurrea Sarasa, Raquel (dir.)

Universidad de Zaragoza, 2023

Abstract: The 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.

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