Abstract
The emergence of Augmented Reality (AR) in retail to enhance online and offline shopping customer experiences is fueling different opportunities. Mastercard Labs, with ODG and Qualcomm, implemented an AR smart glass with iris authentication and digital wallet integration proof of concept in Saks Fifth Avenue retail stores. The purpose was to understand customers' perceived ease of use of the set up for utilitarian and hedonic values. A qualitative case study was conducted using the Technology Acceptance Model as the theoretical basis combining utilitarian and hedonistic values associated with the perceived usefulness of this technology.
The outcomes demonstrated a place for AR in retail in-store however the technology needs to mature to enable frictionless functional integration of capabilities, improved usability of smartglasses, more battery life, better heat absorption and improved network bandwidth.
The outcomes demonstrated a place for AR in retail in-store however the technology needs to mature to enable frictionless functional integration of capabilities, improved usability of smartglasses, more battery life, better heat absorption and improved network bandwidth.
Original language | English |
---|---|
Title of host publication | Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations |
Number of pages | 8 |
Place of Publication | New York |
Publisher | Association for Computing Machinery |
Publication date | Feb 2020 |
Pages | 27–34 |
ISBN (Print) | 9781450376945 |
DOIs | |
Publication status | Published - Feb 2020 |
Event | 4th International Conference on Virtual and Augmented Reality. ICVARS 2020 - Macquarie University, Sydney, Australia Duration: 14 Feb 2020 → 16 Feb 2020 Conference number: 4 http://www.icvars.org/index.html |
Conference
Conference | 4th International Conference on Virtual and Augmented Reality. ICVARS 2020 |
---|---|
Number | 4 |
Location | Macquarie University |
Country | Australia |
City | Sydney |
Period | 14/02/2020 → 16/02/2020 |
Internet address |
Series | ACM International Conference Proceeding Series |
---|
Keywords
- Augmented reality
- Smart glasses
- Technology Acceptance Model (TAM)
- Utilitarian
- Aesthetic
- Enjoyment