The Possible Correlations Between Mobile Augmented Reality and Consumer Repurchase Intention: A Case Study of the LEGO Group

Iao Meng Leong & Yi-Nung Lee

Student thesis: Master thesis

Abstract

Mobile augmented reality (MAR) has become more and more commonly used by companies especially within the retail industry such as IKEA (IKEA Place), Sephora (Sephora Virtual Artist), Ray-Ban (Ray-Ban Virtual Try-On), or other purposes like Pokémon Go. With the understanding of the concept behind MAR applications, it is in general that companies have employed the applications as a channel for consumers to access the product information as well as the mean to evaluate their products without physical constraints. In addition, current research has been emphasising on the effect of MAR on the pre-purchase stage where sales has been the main concern. Under these circumstances, the authors have therefore developed research interest to look into the post-purchase stage of the consumer decision journey, with a clear focus on consumer experience, satisfaction, repurchase probability and intention. By merging consumer behaviour perspectives with consumer decision journey, the study aims to investigate the correlations between the perception of the usage of MAR as well as repurchase probability and intention. The following research question serves as a guidance throughout this study: What are the possible correlations between Mobile Augmented Reality and consumer repurchase probability and intention? - A case study of the LEGO Group. Drawing from the consumer behaviour perspectives and consumer decision journey, a tailored theoretical framework was developed in order to test the proposed hypotheses with an experimental design. To measure the effects of the perception of the usage of MAR, demonstration images and video are provided, thereby, taking resources from the official press release announced by the LEGO Group regarding the upcoming LEGO Hidden Side MAR application. A quantitative study between gender and age group was conducted, resulting in several interesting outcomes. This study concludes that the perception of the usage of MAR indirectly and positively impacts on the repurchase probability and intention with mediators such as consumer experience as well as consumer satisfaction. Significant correlations between consumer experience, consumer satisfaction, repurchase probability, and intention have been found. With the above findings, it not only enriched the current literature regarding the influence of MAR, but also allowed researchers to utilize them for further research and provide suggestions for brand managers regarding the implications of MAR in the real world.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageOther
Publication date2019
Number of pages119