It also helped in shaping my research. Through a comprehensive literature review I noted that a qualitative method was needed to collect the primary data for the study to be able to answer the research questions.
Through the literature review it was learned that prior studies are not covering the area of customer experience thoroughly. This study suggests that customers' perceived values of the AR experience need to be studied more carefully. Especially hands-on experiences with AR systems are currently lacking in the literature. Also, the research gap on the future needs of an AR application is important to study now as the game is likely to change a lot as AR applications become more general and the novelty effect fades away.
Therefore, we need to learn the driving factors for users' continuance intentions. The current literature is mostly approaching the topic with a quantitative method while the nature of this issue yields qualitative study due to scarceness of measurable elements and the presence of emotions and ideas Walliman, The existing technology made it impractical to mass use.
In term augmented reality was first brought up by Tom Caudell who developed a display technology using HMD Jung et al. The concept of this technology has multiple different definitions among practitioners and researchers van Kleef et al. However, they all agree with the basic discipline. Azuma Azuma, defines AR as interactive technology that unites real and virtual environment in three dimensional space and in real time.
AR allows user to enrich the real world by integrating virtual objects in it. Real world is not replaced but rather supplemented in AR Azuma, In the virtual continuum AR hangs between VR and telepresence which is a completely real environment Azuma, The lack of sufficient devices in which AR can be applied prevented the great spread of this technology.
This can be seen as a rapid development of new AR systems. The development has not only been on the mobile devices but also in many other platforms as the technology has improved Billinghurst et al. Also, huge technology steps in recent years have brought AR closer and created hype among it K. Kim et al. Therefore, companies find it compelling opportunity to catch on. And the development will continue as companies find new innovative ways to integrate it in their business.
Traditional online shopping is unable to provide sufficient information about the offering. Therefore, online shopping is considered to increase product risk J. Product information online often fails to meet the expectations of customer leading to high number of product returns. Companies are under the pressure to implement technology-based innovations in retailing to respond the development in retail environment. AR systems are considered to be the next big step in driving the online sales J.
Online shopping platforms can benefit from AR systems in multiple ways. AR can enhance the online shopping experience more like the in-store experience.
It has been indicated to increase the satisfaction and effectiveness of online shopping Wang et al. Customer can use AR to evaluate the product better by virtually trying it in their own environment before purchasing it. The better product knowledge leads to reduced risk of a poor choice and thus reduced return rates Hilken et al.
Therefore improving the convenience and decision-making process can have huge effects on the sales Zhu et al. Many consumers however, are not confident with the reliability of information that AR systems provide J. Concerns are mostly regarding the actual fit and look of the product J.
Therefore it is crucial for the success of such systems that developers keep on improving the accuracy and thus reliability of the AR systems J. Thus, naturalness, simplicity and authenticity are the key factors to pay attention when designing these systems. In this thesis I refer to perceived value as the overall perception of consumers with respect to the sacrifices and benefits that are needed for a service or a product.
This approach further increases our knowledge towards the research questions by describing the importance of understanding the customers' perceived value. Perceived customer value has a significant direct relationship with consumer behavior which makes it important concept in understanding customers' behavior Lin, Some researchers have a very object-orientated view on value.
Perceived value has been studied thoroughly in the previous literature. It can be characterized as the customers' overall evaluation of the outcome of a marketing event Babin et al.
Perceived value is the primary motivation for a customer to enter and maintain the marketing relationships Babin et al. In order to turn an occasional visitor into a frequent customer the retail experience must provide value Mathwick et al.
Superior value creation is regarded as the underlying source in achieving competitive advantage Woodruff, Due to the subjective nature of perceived value Babin et al. Companies should put effort in learning which are the critical aspects affecting their customers' perceived value now and in the future. According to previous studies customers' evaluations of shopping experiences illustrate high diversity depending on customer and context Babin et al.
By recognizing and studying this contribution developers will have a better understanding of what makes something valuable. To give a comprehensive and detailed account of value perceived from a purchasing event additional dimensions might be required Babin et al.
However, these two dimensions cover the purchasing phenomena maintaining its basic nature Babin et al. Also, this simple classification may provide interesting insights in purchasing behavior that would be difficult to explain with functional explanations Babin et al.
In this study we propose usefulness utilitarian value and enjoyment hedonic value as the benefit components of perceived value. The purpose of using these value dimensions in the present research is to be able to classify and interpret the findings of the qualitative study. These value dimensions provide a meaningful "theoretical lens" to view the results through. As a theoretical lens we use a framework Figure 3 presented in Lowry et.
This was considered to be appropriate approach on the issue because it covers both hedonic and utilitarian value dimensions. Also, as the nature of AR can be viewed highly hedonic we believe this framework relevant in the context of our study. Figure 3 captures these dimensions in creating the behavioral intention to use a certain system. This highlights that both of these dimensions are needed to attract customers to keep on using a system.
It also shows the perceived ease of use which stands for the core usability of a system. Figure 3 Behavioral intention to use a system Source: Lowry et al.
However, its presence cannot be overlooked. It has a crucial role in user's behavioral intention to use a system Davis, As figure 3 above shows it has a direct influence on the behavioral intention to use but also both the usefulness utilitarian value and joy hedonic value.
Even if the system is otherwise perceived highly useful and entertaining these factors can be overshadowed by the lack of ease-of use Davis, Perceived ease of use springs from the effortlessness of an activity.
It stands for the degree to which an activity is free of mental, physical and learning effort Davis, In this study we define ease of use as the overall user-friendliness of a system. It refers to the desire of the user to engage in an activity because of the external benefits that can be achieved H. The Cognitive Evaluation Theory defines this extinct motivation as the performance of an activity to achieve a certain goal Deci, Traditionally, marketers and researchers have believed that utilitarian value drives consumer preferences and choices H.
The perceived value of this dimension is mostly dependent on accomplishing the shopping task Babin et al. In previous studies the perceived utilitarian value has been found to have a direct relationship to user's continuance intention K. In this study we examine the multidimensional nature of utilitarian value as convenience, selection of products, rich product knowledge and financial savings as suggested by Chiu et. This refers to the hedonic value which springs from the enjoyment perceived from using a product or service Bellenger, Any activity involving this product or service is seen to be personally enjoyable and fun itself Babin et al.
It functions right aside the functional value of the activity but is apart from any consequences of the activity H. Thus, hedonic value alongside with enjoyment reflects to intrinsic motivation, the other subsystem of The Cognitive Evaluation Theory Deci, Hedonic-motivation system can create deep immersion and devotion for the user Jegers, Increasingly, the emotional side of shopping has been recognized Babin et al.
Hedonic value is even more subjective and can be hard to conceptualize Babin et al. Therefore hedonic value can measure the potential entertainment value of an activity Babin et al. Many typologies recognize two behavioral motivational factors in understanding the consumer shopping behavior: utilitarian and hedonic motivation Babin et al.
In the previous literature utilitarian benefits have been seen as the most important factors in shopping online Childers et al. Buyer often shop online for convenience and several benefits Sarkar, However, conclusive evidence of consumers' online shopping behavior and motivation has not been discovered.
Some studies highlight the intrinsic motivators in online shopping rather than extinct Shang et al. Whereas intrinsic motivation stands for of hedonic values and extinct for utilitarian values. Childers et al. The settlement between these benefits could be collectively combined with AR technology to attract both hedonic and utilitarian shopping behavior. In the context of this study shopping does not necessarely include purchasing but also involves the acts of evaluating, comparing and browsing and decision making.
Vijayasarathy, This allows us to make this study more understandable and user-friendly for our participants and also in understanding the results. IKEA was decided as part of the present study because it is familiar to many and thus easy to approach. It has been among the first companies to utilize AR in favor of virtual marketing in its ongoing marketing strategy.
Focusing on a particular case allowed us to put the abstract nature of AR in a more operational form making it more user-friendly for the participants and also in understanding the results of this study.
At first it was only available for IOS users but since also Android users have been able to download it from Google Play as well. It is a projection-based app and scans the room to estimate the size of the room. Therefore, user is able to insert virtual 3D pieces of furniture true to size in users own environment via mobile phone camera. The user is allowed to virtually style his or her room with virtual IKEA products and see how they fit together in the selected room.
However, the app is still very experimental. IKEA describes it as a source of inspiration. At this stage the user is not able to purchase anything within the application. However, user can place desired products in to a "wish list" and transfer them to the IKEA website's shopping cart to place the order online. The selection of products is also limited and not all IKEA products are present in the application.
Regarding the ratings and reviews on the app the feedback has been very positive, and users seem to be excited. Qualitative method was needed to capture valuable information that quantitative method might not have revealed.
The qualitative method allowed to discover interesting insights from participants and observe the experience. Because of the unexplored nature of the issue and presence of emotions and ideas qualitative study was a clear choice Walliman, Thus, we were able to address the main factors and critical aspects of user experiences with AR. It has been noted in earlier research that group discussion are more efficient in producing critical comments than interviews Kitzinger, Therefore, it can be valuable method especially in improving new services like AR applications.
Laboratory setting was needed to gain control over the situation Walliman, Also, it was important to have enough space for using the AR. It is suggested to interview people in their language Krueger et al. Thus, it was decided to hold the discussion session in Finnish and later on translate it in English. The discussion session was recorded on a video and voice recorder to be able to thoroughly analyze it later on Krueger et al. The video recording also made it possible to identify the comments among participants which was important in analyzing the results.
With video also the very important body language and facial expressions were recorded. No preparations were required from the participants. As everyone had arrived participants were asked to introduce themselves to other participants to create friendly atmosphere Krueger et al. The session began with a quick oral presentation about AR and its marketing possibilities.
After a brief orientation, participants were instructed to discover and experience the IKEA Place AR application with their mobile phones.
We were prepared with extra mobile devices as we noted that the app was not available for some older updates of mobile phones. Participants were observed during the simulation activity and encouraged to express their feelings already at this point. No time-limits were given for the simulation to deepen the experience. However, ten minutes seemed to be enough for the group to get a comprehensive image of the app and its functions.
A semi-structured approach was used due to its flexibility and unexplored nature of the study. This approach allowed us to cover the important topics but keep the discussion conversational. It was decided before the interviews which themes must be addressed for the study and opening-questions were designed based on these themes. The aim of the focus group was to discover the perceived value through the following questions: 1 What are the assumptions towards AR technology 2 how consumers experience AR and more specifically 2a to what extent does it deliver useful information to support decision-making and 2b how entertaining is the experience and finally 3 whether they would be likely to use such an application in the future Thus, these themes created a base for the discussion.
However, the discussion was open to flow to different topics that evoked interesting insights regarding the study. The mediator was leading the discussion. In qualitative research the mediator has an important role in affecting participants' behavior Breen, Therefore, the reflexivity of the interviewer was considered strongly Breen, Mediator tried to be as neutral as possible encouraging each subjective insight.
Mediator's job was to create an open and friendly atmosphere. In order to create discussion participants were addressed with open questions Krueger et al.
The goal was to let the participants to be on voice as much as possible. Therefore mediator's speaking was restricted to leading the discussion to desired topics by asking open questions and asking follow-up questions about interesting comments Breen, Mediator also ensured that no one was dominating the discussion Krueger et al.
To guarantee the reliability of the results a brief summary of the key points was presented in the end to confirm the correctness of the findings Krueger et al.
The focus group session lasted for 90 minutes. Because of the limited scope of the study and time restrictions of bachelor's thesis we only had one focus group. As the interview setting was almost identical to the pilot study we were able to use the pilot study data as well Breen, Therefore, in the context of this study we believe that saturation point was reached.
A smaller test group consisted of similar sample characteristics as the original one. By the pilot experiment we were able to test the interview settings that was planned which in turn contributed positively in the trustworthiness of the study Breen, It enabled us to detect possible blind spots and misleading wordings in the leading questions and make it more user-friendly.
Doing so the interview that preceded the pilot-study was smoother and more prepared. The pilot-study also helped to detect that the app wasn't available on all iOS updates and hence, we were able to prepare with extra mobile devices in the actual interview.
Also, it enabled us to find some interesting insights that we were able to address with the focus group as well. Since involving the whole population requires much time and effort sampling method was used Walliman, The appropriate sample characteristics chosen for the research were young university students who belong to Generation Y around years.
Moreover, majority of younger populations can be characterized as early-adopters and thus be more likely to adopt AR Olsson et al. This population was believed to provide advanced and sophisticated insights about this technology that would reflect the future and thus provide richest insights for our research questions. Representative group of six people with the sample characteristics was used to represent the target population.
Group size of six was neither too large to create frustration and boredom nor too small that one member would dominate the discussion Krueger et al. The gender distribution of the participants was two males and four females. All of the participants were years old which is in the age group most AR applications are targeted for. They were all required to be somewhat technologically-orientated and interested in new technological advances and thus considered to be early adopters of new AR services.
Therefore, we ensured that they would easily understand the basic principles of the application and express relevant and advanced thoughts of the experience. As AR is still very new advanced technology for many it can be very distinct concept for people that are not confident with technology. Therefore, chosen group consisted of people that were considered to be early adopters of technology. Olson suggests that before moving to general population it is relevant to study early adopters in order to identify the most fundamental issues and find potential solutions envisioning the future Olsson, Doing so we were able to capture the best potential of the technology that would reflect to the future Krueger et al.
AR is yet unfamiliar to many which made it easier to motivate technology-orientated people to participate the study. As the sample consisted of young early adopters of technology it was ensured that the relevance of the discussion was maintained.
It was also believed that these characteristics of the sample would result in critical discussion and thus valuable insights in developing these applications. IKEA's customers are often young students, so it was relevant to gather the focus group of one of the most important target group of the related business.
Snowball sampling was used to gather the focus group. First finding suitable people from friends and family and let these other participants recruit other participants within the sample criteria to take part Krueger et al. Finding suitable and motivated participants was surprisingly easy. People often expect to learn something and find sharing experiences meaningful and therapeutic which can be rewarding and motivating itself Breen, Additionally, participants were also offered a homemade cookie as an incentive and a gift for participating.
To ensure the attendance, participants were reminded with a text message the day before the study Krueger et al. All in all, ten people were invited in the focus group session because of possible no-show and last-minute cancellations Rabiee, Six of ten people finally participated which turned out to be optimal amount to create a productive and intimate discussion atmosphere.
Transcription was needed to turn the conversational behavior of the interview into a permanently available paper for scientific analysis Flick, Transcribing also helped with the familiarization of the data as a whole to get a comprehensive understanding of the major themes Rabiee, After the focus group interview followed coding, clustering and summarizing the data which was the first step in simplifying and categorizing the findings Walliman, Coding of qualitative data was done in Microsoft Excel and Microsoft Word.
Each line of the transcription was numbered to be able to identify them. This software allowed us to classify our results within different themes presented in Figure 3 and select the most relevant ones. It also allowed us to use colors to visually categorize the findings. Data reduction was achieved by comparing and combining similar findings Rabiee, However, the original transcription was saved and stored carefully. Finally, all of the relevant findings were combined as one by following reasonable structure within the themes.
Direct quotes from the focus group were attached with corresponding findings. The reliability of the findings can be indicated by the frequency of participants agreeing and disagreeing Breen, Issues that reached a general agreement were highlighted while issues that generated diverse comments were analyzed with caution Breen, Additionally, issues that generated a lot of opinion shifting were considered carefully Breen, The findings were compared with the pilot study findings and the previous literature.
Also, member checking was used to ensure that the present study is presenting the participants' reality in a way that is credible to them. Collecting data from people is a sensible area to work on and has to be taken seriously. Trust was created with the participants by guaranteeing their personal privacy and anonymity in the study.
Therefore, all the participants were given a consent form to sign Orb et al. The same consent form was also offered to the pilot study group. It was highlighted that involvement for the study was voluntary and participants were given the possibility to withdraw from the study at any time. The storage of the recorded audio and video data was only used for study purposes and stored only while it was necessary.
Participants were informed about their time commitment as the interview can take a significant time of their day Rabiee, Categorizing the affecting factors of behavioral intention to use a system into perceived hedonic and utilitarian value further helps us to classify the results of our empirical study. We are not aiming to search for the truth of the issue but rather bring a meaning to the situation as suggested by Rabiee Rabiee, The focus group interview provided interesting insights of participants' first experiences of AR application that revealed how they experienced AR and what kind of value they perceived.
Also, some other interesting insights that were brought out during the discussion will be introduced. In the following sections we will open up the results classified to the value dimensions: utilitarian value and hedonic value. Even though, not in the main focus of this study we will also include some relevant findings regarding the ease of use.
The concept of AR was familiar to all of the participants. Only two of the participants had heard of it before. But this was the first experience to all of them to use and see the application. The participants' expectations towards the app were neutral while some excitement emerged. During the simulation the observation revealed that the technological problems in the application created a lot of frustration among them. It took a lot of time and effort until they were able to start using the actual function of the app: style the room.
Technological problems created distrust and negative hilarity towards the app in the simulation phase. The discussion that followed the simulation began with a quick navigation of overall feelings. The first impression with the AR application was thus a disappointment for most of them. It was easy to see the correlation of persons attitude and how the functions of the app worked with them. Many of the statements considered the usefulness of the app.
The lack of reliability was the most disturbing factor. Scanning the room and thus being able to place the furniture in correct size did not work as was expected and the furniture appeared unnaturally huge on the screen.
For this reason, it was stated that the app wasn't accurate enough and the sizing could not be trusted. Participants' stated that if it would functionally work and be truly accurate in the scaling it would have strong potential to be actually useful. Some even indicated that they would not have to visit the department store if they could virtually see the products in their environment and place the order online.
Participants also noted that the app has the potential to decrease the need to take measurements of the room before going to furniture shopping. The following quote illustrates this.
All of the following quotes are presented in pseudonyms. The presentation of them was too "computer-like" and thus unnatural. It was thought to be useful in combining and comparing between the virtual products but not with the elements of real environment. It was suggested by one member that the lighting of the placed products should be adoptable to the real lighting to make it more realistic.
The existing furniture was considered problematic. They thought that styling the room was frustrating when you had to place some of the virtual furniture on top of existing ones.
It fails creating frequent use" - P2 One of the main factors disturbing the usefulness of the application was the overall design of the application. Participants found it really confusing and unpractical.
All the participants agreed that searching items was really hard. They tried searching items with general words such as "chair" which resulted in no items. Afterwards it was noted that user should be able to search items with IKEA collection names.
Participants agreed that it was a very inconvenient feature. One of the participants compared app to IKEA's online web page: "The IKEA webpage is so simple and easy to use I don't know what's gone wrong with this" - P1 The application was also regarded as too irrational from their shopping behavior to be used frequently.
It was said to be one more addition to IKEA's application collection. Participants agreed that nobody wants to store too many applications that are used so seldom. A straight link from the website to the app opening a certain product virtually to user's environment was agreed to be a good idea.
One of the participants thought that the AR system would serve as a nice little addition in an existing app: "If there was an additional "try it in your room button" I would use it but even then, just for the sake of fun" - P5 Participants agreed that currently the app would not be able to replace the shopping experience in the department store.
It was stated that the trip to the department store, especially to IKEA is often a fun experience. Also, they considered furniture shopping as risky and big purchase meaning they really want to be sure about the product.
They felt that seeing and touching as well as trying the product was necessary in the decision- making process. I believe people want to see the product " - P3 "The more you spend money on a product the more sure you really want to be You would never base your decision based on the app" -P1 "I would never buy a sofa before actually feeling it" - P3 However, smaller impulse purchases with lower price often occurring in the department store were considered to be potential products in the app.
However, the participants noted that this category was currently lacking in the application. They agreed that the app did not increase their willingness to buy.
The limited product selection was also seen to affect the usefulness. Participants stated that they would want to see the whole selection before they would pick their favorite and thus they would want to visit the web page or store.
The participants were missing a feature to save the styled rooms for later comparing the styled rooms. One even expressed anger of losing a styled room without any warning when closing the window. The saving feature was considered to be very useful and provide extra value through comparing. It was also pointed out that sharing the saved decorated rooms through social platforms to one's partner for example would be useful.
Mobile device was viewed handy in AR systems but impractical for shopping while online shopping via computer was viewed handy but not so convenient for AR systems. At this point, the link between the website and the app was brought up again.
The app was said to have a lot of potential if it overcomes the technological problems and improves the design and functions simpler. Thus, they would expect it to make actual use already.
Nevertheless, most of them had high expectations for AR to become general technology within 5 years. It was believed that AR will be widely used in many areas to provide practical help in the near future. However, it was not thought to be entertaining to that point where it would be used again. Group agreed that such an app that is expected to provide some practical value is not used when aiming to entertaining experiences.
Many of the statements confirm that it would provide entertainment for only a couple of minutes. However, the design was thought to disturb the practicality of the app. They agreed that it was too complex. Browsing the products did not really seem to create joy among the participants but rather negativity of the confusing and complex design. It was stated that if the functional aspect satisfied the user the overall experience would be more enjoyable.
One pointed out that user somewhat expects that because of the imaginary nature of AR. The lack of sufficient instructions was confusing the participants. They stated that the app made them feel silly shaking their phones and yet not finish scanning the room correctly to be able to make the AR work.
They felt unsecure weather they had done it correctly in the first place as the picture of shaking hand maintained stably on the screen despite all the effort. Not knowing which parts still need to be scanned to make the AR work frustrated them. The findings of the experimental study are combined and critically compared to appropriate existing empirical and theoretical research to draw the final conclusions of this study.
Present study examined the effectiveness of AR in favor in creating value for users in online shopping context. We studied the subject through customers' perceived value with two value dimensions: hedonic and utilitarian. As a theoretical lens we used a framework of behavioral intention to use a hedonic motivation system presented in Figure 3. This was considered to be appropriate approach to the issue because it covers both hedonic and utilitarian value dimensions. We aimed to understand how consumers perceive the value of current AR applications that have functional potential.
Additionally, we tried to learn if these apps can drive the intentions of continued use. Further, we tried to investigate how they should possibly be developed to reach and maintain users. This study aimed to be very future-orientated because of the rapidly evolving nature of the issue. The focus group interview produced critical insights of marketing orientated AR application.
The insights are highly focused on the practical uselessness of the app. The current app was not able to deliver users enough utilitarian value to be perceived useful.
Neither the hedonic value was not perceived to the extent it would drive usage intentions. Especially, the lack of utilitarian value was disturbing the usage intention. The app was not perceived to be helpful in accomplishing the shopping task. The main factors limiting the perceived utilitarian value were mostly resulted from the technological performance.
We believe current technology is not yet able to deliver enough accurate and authentic content in AR applications to convince customers of its reliability. Thus, the current technology restricts the use of AR in shopping context and fails to provide useful information to support the decision-making process. Other factor that was disturbing the perceived utilitarian value was the complex design of the application. Participants addressed that due to the complexity of the product categories and lack of sufficient search function it was hard to find any products which made it really unpractical for shopping.
The complexity limited the effectiveness of the task. Moreover, participants were frustrated by the unpractical design and were looking for simplicity.
Therefore, we believe that if aiming to enhance the utilitarian value of an AR shopping orientated application simple design and simple functions should be considered. Bonnin Bonnin, findings are consistent to this as his empirical study suggests that AR applications should be more simple and more realistic when aiming to long term benefits. Thirdly, the irrational nature of the application was believed to be a problem in the usage.
As the application is separate from any other IKEA platforms too much effort was needed to use it. Participants suggested that the linkage between other platforms is crucial in decreasing the irrationality. We believe the findings regarding the irrationality of the application and often impractical experience of mobile shopping result in the app being unattractive alternative to replace the current shopping behavior.
Through the present study as well as according to previous literature we determine that perceived utilitarian value is the key factor of the perceived value of AR online shopping applications.
User will expect to get real functional value when aiming to take the step towards this new advanced shopping experience. Thus, when user faces this kind of application it is important that the expectations are met and user feels satisfied. It can be provided with multiple different ways. However, to be used again it needs to be perceived truly beneficial. If the system isn't perceived truly useful it is easily replaced with existing shopping habits.
Robey's Robey, p. The entertainment value did not convince the participants. The experience was considered to be somewhat entertaining and was referred to playing a game.
The entertainment level did not achieve the point in which the application would be used for entertainment purposes. Also, participants stated that entertainment was not what they were looking from such an application.
They also stated that games and entertaining experiences are a separate case and used for different meanings. Thus, when user is aiming to entertainment and enjoyment, applications from different category such as games come into consideration.
This indicates that they were expecting AR be able to provide useful information rather than entertainment. Although the results highlight the practicality of AR we believe that both utilitarian and also hedonic aspects are needed to attract customers to use it again. Van der Heijden Van Der Heijden, highlights the importance of hedonic value in utilitarian systems as an important factor in usage intention. He also suggests that hedonic features would save an otherwise rejected utilitarian system Van Der Heijden, Our results however, differ from this view.
Our results view the hedonic aspect rather to have a supportive nature. It is natural that even though practicality in such applications is appreciated and needed people would still prefer enjoyable services. However, the fun element in these apps should not disturb its functionality. Hedonic value thus, seems to have the least impact on perceived value.
These findings are consistent with Kim et. However, Van Der Heijden Van Der Heijden, suggests in his experiential study that hedonic value is the dominant factor in intention to use a hedonic information system. However, the case of our study isn't strictly hedonic or utilitarian system as it clearly has both aspects.
There has been discussion in the previous literature about the "novelty effect" AR has been holding Olsson et al. Bonnin Bonnin, suggests that retailers just showing they have AR can benefit in terms of attractiveness to their customers. He believes that this will only hold while the technology is not widely adopted.
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Translate PDF. Advances In Management Vol. Online Customer Satisfaction and Word of Mouth. The data has been collected on convenience from Review of Literature As the possibility of internet is expanding, it becomes a respondents who experienced at least one online popular marketing channel There are various differences shopping in the last year.
Four hypotheses has been between a physical store and its electronic counterpart such tested empirically with the help of Partial Least as consumers can buy things whenever they want and Square Structural Equation Modeling PLS-SEM and wherever they are through online shopping It is a the results are significant.
The intensity of online shopping is the online shopping, wider alternatives for selection expected to be increased in double digits by every year In and low price significantly influence online customer fact, consumers can also enjoy window shopping on the satisfaction in Indian context. Keywords: e-business, online shopping experience, customer satisfaction. Most of the previous online shopping research works have focused on identifying the attributes of successful online store The growth of e- commerce is still in an infancy stage and the determinants Convenience: Online marketers need to ensure online to attract people towards online shopping remain vague shopping process easy and simple16 and ensure maximum well.
To appraise and predict those immense impacts of e- customization So the first hypothesis of the study has framed online marketing becomes crucial for expanding the market as follows: space of any organization. A number of studies have investigated e-shopping behavior based on different H1: Conveniences positively influence online customer theories.
This empirical study, which was done in , satisfaction. Customers always search for competitive Significance of the study: Past studies on customer prices and compare with other online retailers before satisfaction are of the view that the concept is context purchase The empirical investigation of Chatterjee6 specific and varies depending on the situation These studies highlight the importance of pricing purchasing the same product.
The significance of the hypothesis was checked Online Customer Satisfaction. The AVE is the amount of selection that is even more important than lower price It ensures that customers should avail enough variables are greater than the square of the correlation choices of product variances in the category in order to between the same two latent variables8.
On the basis of these studies, the the significance of the hypothesized path and should be researchers framed third hypothesis as follows: greater than 1. The researchers tested entire hypothesis with the help of structural equation modeling. The simultaneous effect of all Online Customer Satisfaction and Word Of Mouth: The manifest variables towards their latent variables and the customer satisfaction is based on the services offered by the influences of each latent variable towards their respective marketers during the purchases11 that influences individual hypothesized dependent variable were also tested.
Each consumer to reflect word of mouth1. The expectancy hypothesis, its beta coefficient and the significance was confirmation of the customer with various encounters stated in each hypothesized path of the model. Many researchers have found the quality of web retailing Model Validation: The table result shows that entire items sites is a dominant antecedent of customer satisfaction in the outer model have loaded to their respective latent within the online shopping environment The existence of variable such as convenience, price, wider selection, online customer satisfaction would be identified through customer satisfaction and word of mouth.
It states that the the consequences such as word of mouth. None of the path has cross there would be positive word of mouth There is a loaded to any other latent variable. Dissatisfied customers makes negative greater than 1. Through this study, the researchers identified the construct show good reliability. The result of the analysis level of satisfaction on the basis of its consequences, that is, states that each latent variable in the model such as word of mouth.
The details H4: Online Customer Satisfaction positively influences are listed in the table 2. Word of Mouth. Table 2 shows that all latent variables have good Methodology discriminant validity as the AVE of each latent variable is The data has been collected from the customers who made greater than the square of the correlation between the two at least one online shopping in the last year.
A total of one latent variables. The result states that convenience, price thousand questionnaires were sent to respondents by mail and wider selection significantly influence online customer and only responded.
Among them, questionnaires satisfaction that leads to positive word of mouth. Each were complete and used for further analysis. The questionnaire has been adapted from the The result of the analysis model and table states that standardized instrument18, reliability and validity has been convenience during the shopping, price and wider selection checked before the administration of the study.
Beside, the result also shows that positive word of mouth is Data Analysis: The stated hypotheses were tested with a significant consequence of online customer satisfaction.
The results of the analysis explain that online customer 2.
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