Enabling Individual Product Customisation by Integrating Mixed Reality Technology into the Physical Retail Environment
| LEADER | dam a22 2 4500 | ||
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| 001 | 529026570 | ||
| 003 | CHVBK | ||
| 005 | 20200911032740.0 | ||
| 007 | cr ||||||||||| | ||
| 008 | 180926s2018 xx |||||om--- 00 |eng-d | ||
| 035 | |a (IDSSG)001020188 | ||
| 040 | |a SzZuIDS HSG |b ger |e rda | ||
| 082 | 1 | |a 330 | |
| 091 | |a 13607353101 |b edok | ||
| 100 | 1 | |a Wittwer |D Michael A. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Enabling Individual Product Customisation by Integrating Mixed Reality Technology into the Physical Retail Environment |c Michael A. Wittwer |
| 246 | 1 | 3 | |a Ermöglichung Kundenspezifischer Produktindividualisierung durch die Integration von Mixed Reality-Technologie im Offline-Detailhandel |
| 264 | 1 | |a St. Gallen |c 2018 | |
| 300 | |a 1 Online-Ressource | ||
| 336 | |a Text |b txt |2 rdacontent/ger | ||
| 337 | |a Computermedien |b c |2 rdamedia/ger | ||
| 338 | |a Online-Ressource |b cr |2 rdacarrier/ger | ||
| 490 | 0 | |a Bachelor-Arbeit / Universität St. Gallen | |
| 502 | |b Bachelorarbeit |c Universität St. Gallen |d 2018 | ||
| 520 | 3 | |a As global e-commerce exhibits increasing growth rates, retailers have to reconsider the traditional model of brick and mortar stores to meet changing customer needs. Upcoming technologies like virtual reality and augmented reality may offer the potential to meet these upcoming demands and adapt offline retail channels. This thesis examines the potential of these technologies as product presentation and customisation interfaces. By conducting an experimental study, the user behaviour towards an augmented reality product customisation interface are compared to the user attitudes towards a similar application on a desktop computer. From this, two observations are validated: (1) augmented reality retail interfaces appeal to the hedonic values of users and (2) augmented reality product customisation leads to an increased choice confidence among consumers. Based on these findings and the insights won through three expert interviews, a framework for the evaluation of augmented reality and virtual reality for individual retailers is introduced. Furthermore, areas of future research are proposed. | |
| 650 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd | |
| 650 | 7 | |a Erweiterte Realität (Informatik) |0 (DE-588)4715802-5 |2 gnd | |
| 650 | 7 | |a Virtuelle Realität |0 (DE-588)4399931-1 |2 gnd | |
| 650 | 7 | |a Einzelhandel |0 (DE-588)4127747-8 |2 gnd | |
| 650 | 7 | |a Individualisierung |0 (DE-588)4161542-6 |2 gnd | |
| 653 | |a Offline Retail; Product Customisation | ||
| 653 | |a Marketing; Mixed Reality; Augmented Reality; Offline Einzelhandel; Produktindividualisierung | ||
| 655 | 7 | |a Hochschulschrift |2 gnd-content | |
| 700 | 1 | |a Reinecke |D Sven |d 1967- |0 (DE-588)114848998 |e Akademischer Betreuer |4 dgs | |
| 856 | 4 | |u http://www1.unisg.ch/org/biblio/edoc.nsf/SysLkpByIdentifier/13607353101/$FILE/13607353101.pdf |z Volltext für Angehörige der Universität St. Gallen | |
| 898 | |a BK020353 |b XK020053 |c XK020000 | ||
| 950 | |B IDSSG |P 100 |E 1- |a Wittwer |D Michael A. |e Verfasser |4 aut | ||
| 950 | |B IDSSG |P 490 |E 0- |a Bachelor-Arbeit / Universität St. Gallen | ||
| 950 | |B IDSSG |P 700 |E 1- |a Reinecke |D Sven |d 1967- |0 (DE-588)114848998 |e Akademischer Betreuer |4 dgs | ||
| 950 | |B IDSSG |P 856 |E 4- |u http://www1.unisg.ch/org/biblio/edoc.nsf/SysLkpByIdentifier/13607353101/$FILE/13607353101.pdf |z Volltext für Angehörige der Universität St. Gallen | ||