dam a22 2 4500 529026570 CHVBK 20200911032740.0 cr ||||||||||| 180926s2018 xx |||||om--- 00 |eng-d (IDSSG)001020188 SzZuIDS HSG ger rda 330 13607353101 edok Wittwer Michael A. Verfasser aut Enabling Individual Product Customisation by Integrating Mixed Reality Technology into the Physical Retail Environment Michael A. Wittwer Ermöglichung Kundenspezifischer Produktindividualisierung durch die Integration von Mixed Reality-Technologie im Offline-Detailhandel St. Gallen 2018 1 Online-Ressource Text txt rdacontent/ger Computermedien c rdamedia/ger Online-Ressource cr rdacarrier/ger Bachelor-Arbeit / Universität St. Gallen Bachelorarbeit Universität St. Gallen 2018 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. Marketing (DE-588)4037589-4 gnd Erweiterte Realität (Informatik) (DE-588)4715802-5 gnd Virtuelle Realität (DE-588)4399931-1 gnd Einzelhandel (DE-588)4127747-8 gnd Individualisierung (DE-588)4161542-6 gnd Offline Retail; Product Customisation Marketing; Mixed Reality; Augmented Reality; Offline Einzelhandel; Produktindividualisierung Hochschulschrift gnd-content Reinecke Sven 1967- (DE-588)114848998 Akademischer Betreuer dgs http://www1.unisg.ch/org/biblio/edoc.nsf/SysLkpByIdentifier/13607353101/$FILE/13607353101.pdf Volltext für Angehörige der Universität St. Gallen BK020353 XK020053 XK020000 IDSSG 100 1- Wittwer Michael A. Verfasser aut IDSSG 490 0- Bachelor-Arbeit / Universität St. Gallen IDSSG 700 1- Reinecke Sven 1967- (DE-588)114848998 Akademischer Betreuer dgs IDSSG 856 4- http://www1.unisg.ch/org/biblio/edoc.nsf/SysLkpByIdentifier/13607353101/$FILE/13607353101.pdf Volltext für Angehörige der Universität St. Gallen