Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values

Nageswaran Vaidyanathan

doi:10.1145/3385378.3385383

Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values

Nageswaran Vaidyanathan

Department of Digitalization

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

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.

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	https://doi.org/10.1145/3385378.3385383
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	http://www.icvars.org/index.html

Series	ACM International Conference Proceeding Series

Keywords

Augmented reality
Smart glasses
Technology Acceptance Model (TAM)
Utilitarian
Aesthetic
Enjoyment

Access to Document

10.1145/3385378.3385383Licence: Unspecified

Cite this

Vaidyanathan, N. (2020). Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values. In Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations (pp. 27–34). Association for Computing Machinery. ACM International Conference Proceeding Series https://doi.org/10.1145/3385378.3385383

@inproceedings{bcc6ef759ba7436b8b8f07b52632458e,

title = "Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values",

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.",

keywords = "Augmented reality, Smart glasses, Technology Acceptance Model (TAM), Utilitarian, Aesthetic, Enjoyment",

author = "Nageswaran Vaidyanathan",

year = "2020",

month = feb,

doi = "10.1145/3385378.3385383",

language = "English",

isbn = "9781450376945",

series = "ACM International Conference Proceeding Series",

pages = "27–34",

booktitle = "Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations",

publisher = "Association for Computing Machinery",

address = "United States",

note = "null ; Conference date: 14-02-2020 Through 16-02-2020",

url = "http://www.icvars.org/index.html",

}

Vaidyanathan, N 2020, Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values. in Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations. Association for Computing Machinery, New York, ACM International Conference Proceeding Series, pp. 27–34, 4th International Conference on Virtual and Augmented Reality. ICVARS 2020, Sydney, Australia, 14/02/2020. https://doi.org/10.1145/3385378.3385383

Augmented Reality in Retail - A Case Study : Technology Implications to Utilitarian, Aesthetic and Enjoyment Values. / Vaidyanathan, Nageswaran.

Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations. New York : Association for Computing Machinery, 2020. p. 27–34 (ACM International Conference Proceeding Series).

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

TY - GEN

T1 - Augmented Reality in Retail - A Case Study

AU - Vaidyanathan, Nageswaran

N1 - Conference code: 4

PY - 2020/2

Y1 - 2020/2

N2 - 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.

AB - 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.

KW - Augmented reality

KW - Smart glasses

KW - Technology Acceptance Model (TAM)

KW - Utilitarian

KW - Aesthetic

KW - Enjoyment

U2 - 10.1145/3385378.3385383

DO - 10.1145/3385378.3385383

M3 - Article in proceedings

SN - 9781450376945

T3 - ACM International Conference Proceeding Series

SP - 27

EP - 34

BT - Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations

PB - Association for Computing Machinery

CY - New York

Y2 - 14 February 2020 through 16 February 2020

ER -

Vaidyanathan N. Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values. In Proceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations. New York: Association for Computing Machinery. 2020. p. 27–34. (ACM International Conference Proceeding Series). https://doi.org/10.1145/3385378.3385383