Who Wants to Use an Augmented Reality Shopping Assistant Application?

Daniel Mora, Robert Zimmermann, Douglas Cirqueira, Marija Bezbradica, Markus Helfert, Andreas Auinger, Dirk Werth

Research output: Chapter in Book/Report/Conference proceedingsConference contributionpeer-review

Abstract

Brick-and-mortar retailers need to stay competitive to the convenience provided by online channels. Technologies, such as personalized shopping assistants on smartphones can empower customers in-store towards a similar experience as in an online scenario. For instance, an augmented reality shopping assistance application with explainable recommendations (XARSAA) can mimic the behavior of recommender systems in personalizing offers to consumers in physical shops. However, before deploying such technologies, it is essential that retailers get to know the demographics of their customer base. Existing literature rarely addresses the influence of customers demographics towards XARSAA technologies. Therefore, we follow a design science approach, and develop an instantiation of a XARSAA artifact, which is artificially evaluated through a controlled online user experiment with 315 participants. Results illustrate multiple demographics which influence customers attitude towards an augmented reality shopping assistant application in brick-and-mortar stores. Additionally, we provide insights into the design of such technology to guide researchers in its implementation.

Original languageEnglish
Title of host publicationCHIRA 2020 - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications
EditorsAndreas Holzinger, Hugo Placido Silva, Markus Helfert, Larry Constantine
PublisherSciTePress
Pages309-318
Number of pages10
Volume4
Edition1
ISBN (Electronic)9789897584800
DOIs
Publication statusPublished - 5 Nov 2020
Event4th International Conference on Computer-Human Interaction Research and Applications, CHIRA 2020 - Virtual, Online
Duration: 5 Nov 20206 Nov 2020

Publication series

NameCHIRA 2020 - Proceedings of the 4th International Conference on Computer-Human Interaction Research and Applications

Conference

Conference4th International Conference on Computer-Human Interaction Research and Applications, CHIRA 2020
CityVirtual, Online
Period05.11.202006.11.2020

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