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Analyzing Online Reviews to Measure Augmented Reality Acceptance at the Point of Sale: The Case of IKEA

Analyzing Online Reviews to Measure Augmented Reality Acceptance at the Point of Sale: The Case of IKEA

Daniel Baier, Alexandra Rese, Stefanie Schreiber
Copyright: © 2015 |Pages: 22
ISBN13: 9781466682979|ISBN10: 1466682973|EISBN13: 9781466682986
DOI: 10.4018/978-1-4666-8297-9.ch008
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MLA

Baier, Daniel, et al. "Analyzing Online Reviews to Measure Augmented Reality Acceptance at the Point of Sale: The Case of IKEA." Successful Technological Integration for Competitive Advantage in Retail Settings, edited by Eleonora Pantano, IGI Global, 2015, pp. 168-189. https://doi.org/10.4018/978-1-4666-8297-9.ch008

APA

Baier, D., Rese, A., & Schreiber, S. (2015). Analyzing Online Reviews to Measure Augmented Reality Acceptance at the Point of Sale: The Case of IKEA. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings (pp. 168-189). IGI Global. https://doi.org/10.4018/978-1-4666-8297-9.ch008

Chicago

Baier, Daniel, Alexandra Rese, and Stefanie Schreiber. "Analyzing Online Reviews to Measure Augmented Reality Acceptance at the Point of Sale: The Case of IKEA." In Successful Technological Integration for Competitive Advantage in Retail Settings, edited by Eleonora Pantano, 168-189. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8297-9.ch008

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Abstract

Increasingly, brick and mortar retailers compete with their counterparts by enriching the point of sale through technological innovations that make use of customer-owned mobile devices. So, for example, IKEA, the world's largest furniture retailer, has introduced an interactive mobile app that provides the customer with additional insights in a personalized and convenient way: by scanning quick response codes in the printed catalogue, 3D objects, pictures, text, or videos are provided on the customer's smartphone or tablet. They inform about a furniture's interior or its potential usage, give planning aids, or visualize the furniture in alternative surroundings. In this chapter, the perceived usefulness, ease of use, and attitude towards such new technology-based innovations are discussed. Customers' perceptions are measured by applying a modified technology acceptance model. Traditional customer surveys as well as online customer reviews are analyzed. The results are encouraging: the mobile app is seen as an enrichment of the shopping experience but can be improved. Both data collection formats lead to similar results.

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