Research proposal

Results

Contents
RESULTS / FINDINGS..................................................................................................................1
HYPOTHESIS 1..........................................................................................................................2
HYPOTHESIS 2........................................................................................................................10
HYPOTHESIS 3........................................................................................................................12
HYPOTHESIS 4........................................................................................................................14
RECOMMENDATION.................................................................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

RESULTS / FINDINGS
In this section of results and findings, the data collected will be analysed in order to achieve
the research aim of “To identify how augmented reality shopping applications impact the user
experience, willingness to buy and user satisfaction”. For the achievement of this aim, four
hypotheses were devised which will be tested in this section (Park and Yoo, 2020). It must be
noted that each hypothesis is intended to be tested using the questions which were asked from 73
respondents. The technique of analysis which is used in this section is frequency distribution.
Demographic information:
Before testing the hypothesis, it is important to analyse the respondents who has participated
in the study. For this, two questions in the questionnaire were related to demographic data of
participants which is gender and age.
What is your gender? Frequency
Female 49
Male 23
Prefer not to say 1
From the above frequency distribution, it can be seen that out of 73 participants, 49 were
females, 23 were males and 1 participant preferred not to reveal their gender identity. As the
percentage of females in this study is higher than males, there is a high possibility that the
responses are gender biased.
What is your age? Frequency
18 - 24 27
1

25 - 34 34
35 - 44 8
45 - 54 1
55+ 3
Above analysis of frequency distribution and graphical analysis is related to age
information of 73 participants of this study. This analysis helps in identify that out of 73
participants, 27 are aged between 18 to 24, 34 are aged between 25 to 34 and rest are aged
between 35 and above. This provides a clarity that the most of the participants of this study are
young people and by including young participants, a study on augmented reality is ensured to be
effective.
HYPOTHESIS 1
After analyzing the demographic information of the participants, it is now important that
hypotheses of this research are tested. In order to test the first hypothesis which states AR has
positive effect on UX which is expressed in product attributes such as PQ, HQ, HQ simulation
and AQ (Romano, Sands and Pallant, 2020), its related questions will be analyzed with
frequency distribution below:
1: I have used AR application to purchase products (e.g. furniture,
sunglasses, clothing, jewelry) in the past Frequency
Yes 42
No 31
2

The first question which has been asked from the participants has been asked to gain a
general understanding that whether they have used augmented reality for purchasing products or
not. This question will allow to analyses the ratio of people who have used the technology of
AR. 42 out of 73 affirmatively responded this question and stated that they have a past
experience in which they have used AR to purchase products. On the other hand, 31 out of 73
participants has not used AR in past. Although, it must be considered that the participants who
has not used AR in past will not impact the results of this investigation as they were asked to use
the IKEA application before responding to further questions.
2: The product information provided by the augmented reality application is
identical to the information I would get from a direct product examination
(e.g. in store) Frequency
Strongly disagree (1) 3
Disagree (2) 12
Neutral (3) 26
Agree (4) 30
Strongly Agree (5) 2
3

This question is related to the PQ (Pragmatic quality) ownership of the hypothesis 1. This
question seeks to ask participants that whether the information was provided to them about a
product on AR application is identical to the information received from store after direct product
examination or not (Kern, 2018) (von Briel, 2018). Above frequency analysis results show that
high number of people has agreed with this statement which implies PQ of AQ does positive
impact UX or user satisfaction.
3. The ability to interact, virtually “touch” and place the product in my
environment makes me feel like I own it. Frequency
Strongly disagree (1) 5
Disagree (2) 12
Neutral (3) 12
Agree (4) 30
Strongly Agree (5) 14
4

This question is also related with PQ perceived ownership which seek to ask people that
whether they agree with the statement that virtual touch on augmented reality application feels
like real touch and 44 out of 73 people are observe to agree with this statement implying PQ
attribute of AR does lays positive impact on the satisfaction on user experience.
4. How would you describe IKEA AR app in terms of ease of use? Choose
appropriate answers. Frequency
Easy to learn 12
Simple 30
Difficulty to learn 12
Complicated 1
5

This question is related with the PQ usability of AR that impacts UX. This particular
question is reflecting the responses that out of 73 people, 30 has responded that AR application is
simple and 12 has responded that AR application of IKEA was easier to learn (Henningsson and
et.al., 2020). As the ratio of responding easier to learn and simple is higher than the ratio of
difficult to learn and complicated, it can be implied that PQ of AR positively impacts user
experience.
5. I am more likely to use Augmented Reality shopping app if important
people in my life (e.g. family, friends) use it as well Frequency
Strongly disagree (1) 3
Disagree (2) 16
Neutral (3) 16
Agree (4) 25
Strongly Agree (5) 13
6

This theme is related to hedonic quality of AR that impacts UX. To test this attribute of
the hypothesis 1, 4 questions are developed. The above frequency distribution is reflecting that
out of 73 participants, 25 and 13 agree and strongly agree that they would use Augmented reality
application if most important people in their life use such applications (Abou El-Seoud and Taj-
Eddin, 2019).
6. Augmented reality applications present the products in a novel way Frequency
Strongly disagree (1) 1
Disagree (2) 1
Neutral (3) 17
Agree (4) 29
Strongly Agree (5) 25
7

As mentioned above, this question is related to the HQ attribute of novelty. The above
graphical and tabular analysis is indicating that when 73 participants were asked that whether
according to them AR applications presents products in most original way then 29 and 25 people
agreed and strongly agreed with that it is true that AR application presents products in original or
novel way.
7. AR motivates me to spend more time browsing products Frequency
Strongly disagree (1) 4
Disagree (2) 9
Neutral (3) 21
Agree (4) 20
Strongly Agree (5) 19
8

Similar to above question, this one is also related with HQ attribute of motivation which
seeks to ask from participants that whether they agree with the statement that Augmented reality
motivates to spend more time to browse products. The responses of participants were positive as
21 people has responded as neutral, 20 has agreed and 19 has strongly agreed with this statement.
8. It was fun experience to play around with the AR application. Frequency
Strongly disagree (1) 3
Disagree (2) 1
Neutral (3) 14
Agree (4) 28
Strongly Agree (5) 26
This theme is related with hedonic quality of AR applications. The responses of such
questions shows that majority of the participants agree with the statement that they experienced a
fun experience while playing around AR application.
9. The visual design of IKEA AR application was aesthetically pleasing Frequency
Strongly disagree (1) 4
Disagree (2) 0
Neutral (3) 21
9

Agree (4) 30
Strongly Agree (5) 18
This question is related with the aesthetic quality of AR applications and is the last
response that is gained to test hypothesis 1. The responses of such theme are reflecting that
majority of the participants agree with the statement that the AR application of IKEA was
aesthetically pleasing (Balaji and et al., 2018).
All the 8 questions which are analyzed above has more ratio of agree responses than
disagree responses which implies that Augmented reality applications does impact user
experience as they have their attributes of AQ, HQ and PQ. This accepts the hypothesis 1 that
AR has a positive impact on UX that is expressed in product attributes.
HYPOTHESIS 2
The hypothesis 2 is related with the three elements of conceptual framework which are
Augmented reality, User’s Information privacy control and User experience. This hypothesis
states that the link between AR and UX would be boosted if user’s information privacy control is
increased and enhanced. In order to test this hypothesis, two questions were asked from 73
participants. Frequency distribution of those two questions is undertaken below:
14. I was notified about personal data collection and details on how the data
will be used were given Frequency
Strongly disagree (1) 3
Disagree (2) 4
10

Neutral (3) 26
Agree (4) 23
Strongly Agree (5) 17
The above theme seeks to asks the participants that whether they agree with the statement
that they were notified about personal data collection and details about how their data will be
used. The responses of people were gained and the results show that 26 out of 73 participant has
a neutral reaction, 23 out of 73 agreed with this statement and 17 out of them has strongly agreed
with this statement. Only 7 participants have not agreed with this statement that they were
notified about their personal details data collection. Such results directly imply that majority of
the people are aware that AR applications do notify them before using their personal data. This
question is a base to test hypothesis 2.
15. I would be more likely to engage with the application if I have more
control over my personal data. Frequency
Strongly disagree (1) 1
Disagree (2) 10
Neutral (3) 11
Agree (4) 20
Strongly Agree (5) 31
11

The results of above analysis will directly accept or reject the hypothesis 2 as this theme
seeks to ask participants about their opinion regarding their engagement with AR applications if
these applications provided its users more control over their personal data. The results presented
in above tabular and graphical form reflects that out of 73 participants, 20 and 31 people agree
and strongly agree that they would have engaged more in augmented reality applications if these
applications provided enhanced control over personal data usage (Boardman, Henninger and
Zhu, 2020). This is clear from the results that the ratio of participants agreeing with the statement
is much higher than the participants disagreeing with the statement. The discussion of above two
questions has helped in leading the direction where it can be said that the hypothesis 2 is
accepted which implies that the link between augmented reality and user experience will be
boosted if user privacy controls are enhanced.
HYPOTHESIS 3
The third hypothesis of the present study states that AR enhanced UX will have a positive
impact on the customer satisfaction. This particular hypothesis is related with the three elements
of conceptual framework of this investigation which are Augmented reality (independent
variable), User experience (moderating variable) and User satisfaction (outcome). In order to test
this hypothesis, two questions are asked from 73 participants of this research. The first question
will set the base for hypothesis and the second will directly lead towards testing the hypothesis.
The analysis of both the questions is attached below:
10. Choose the most relevant statement Frequency
12

My experience with AR application did not meet my prior expectations 9
My experience with AR application met my prior expectations 51
My experieence with AR application exceeded my prior expectation 13
This theme has intended to ask participants that whether their experience of using
Augmented reality has met their prior exceptions or not. The results of such analysis are
representing that the experience of 51 participants has met their prior expectations from AR
application of IKEA but prior expectations of 9 participants were not met. In addition, 13 people
has responded that their expectations from AR application has not only been met but have also
exceeded. So, it can be said that most participants has liked their experience of using AR
applications and has gained user satisfaction (Jung and tom Dieck, 2018).
11. Overall, I am satisfied with IKEA AR shopping app Frequency
Strongly disagree (1) 1
Disagree (2) 3
Neutral (3) 22
Agree (4) 34
Strongly Agree (5) 13
13

The above analysis is based on the question in which participants of this research were
asked whether they are satisfied with the IKEA AR shopping application or not. The results of
such enquiry is showing that out of 73 participants, 13 and 34 are agreeing that they are satisfied
with the AR application, 22 has a neutral reaction and 4 are not satisfied with their experience.
As it is clear from the above results that the ratio of people satisfied with AR application is much
higher than the people dissatisfied with AR application, the hypothesis 3 is accepted stating
User experience which is enhanced from Augmented reality has a positive effect on consumer
satisfaction.
HYPOTHESIS 4
The hypothesis 4 is the last hypothesis of this research which is intended to be tested using
two questions related to the elements of Augmented reality (independent variable), User
experience (moderating variable) and willingness to buy (outcome) of the conceptual framework
of this research. In order to test this hypothesis, two questions are analyzed below which were
asked from 73 respondents:
12. The 3D image of a product and the information provided by an AR
application are likely to encourage me to purchase it Frequency
Strongly disagree (1) 3
Disagree (2) 3
Neutral (3) 23
Agree (4) 33
14

Strongly Agree (5) 11
This question is asked from the participants of present study which will create the base
for willing to buy aspect of the hypothesis. This question has sought response of 73 respondents
that whether they agree with the statement that the 3D image of the product encourage people to
buy the product. The results of the respondents are representing that out of 73 respondents, 33
and 11 are agreeing and strongly agreeing that 3D image of the product does encourage people to
purchase a product (Lindén, 2019).
13. Choose the most relevant statement Frequency
It is likely that I would purchase products via AR shopping application 26
It is very likely that I would purchase products via AR shopping application 16
In future, I would purchase products via AR shopping application 16
N/A 15
15

This is the last question which was asked from the participants and this question intends
to directly test the hypothesis 4. This question has asked from people that whether they are likely
to purchase products from AR application or not. The results of the analysis are showing that 26
people are likely to purchase products from AR applications, 16 participants are very likely to
purchase products from AR applications and 16 participants has responded that in future they
will buy a product from such application. It is clear with this analysis that higher percentage of
people are likely to buy a product from AR applications which reflect their positive willingness
to buy.
By considering the responses of both the above questions, it is clear that the hypothesis 4 is
accepted which states the user experience which is enhanced by Augmented reality will have a
positive effect on user’s willingness to buy a product.
RECOMMENDATION
The analysis which has been done in this investigation’s literature review and results section
has provided various recommendations, these recommendations are:
 Large multinational organisations which provides the facility of augmented reality
application are recommended to provide an ease in their applications as it induces user
experience and further results into user satisfaction.
 It is also recommended that the AR applications must be promoted highly as the results
have given an argument that people are likely to use AR applications if their friends and
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family use it. So, by promoting AR applications, these applications will gain the benefit
of word of mouth.
 Another suggestion given to organisations facilitating in AR applications such as IKEA is
that these organisations must make these applications fun as due to which users will be
encouraged and motivated to use the applications and will also recommend their family
and friends to use such applications.
 By reviewing the literature and analysing the primary investigation results, it is
recommended that organisation must develop an augmented reality application which is
pleasing to the eyes of users as it will motivate the users to use such application.
 It also recommended to use of 3D images in AR applications as it will enhance the
willingness of its users to buy the products.
CONCLUSION
The above dissertation is the summarised investigation which has conducted in order to
fulfil the aim to identify the impact on augmented reality on the user experience and their
purchase intentions with satisfaction. By this objective, a detailed literature has been conducted
from which it has been concluded that augmented reality applications are the future of online
shopping as it facilitates users to review the product from every dimension. The review of
literature has also concluded that AR in retail industry is facing various issues in current scenario
as the users find this platform of shopping risky as it eliminates the physical examination of
products but as the time will change, the AR applications will be boosted by the enhancing
facilities of such applications. The methodology section of this research has summarised the
techniques used in this dissertation which states the data is collected primarily.
After concluding the findings from literature review, it has been analysed that the authors
favour the use of augmented reality applications. The primary investigation conducted in this
dissertation concludes that there are four elements of augmented reality with induces the user
experience while using such applications and these elements are pragmatic quality, hedonic
quality by stimulation, hedonic quality by identification and aesthetic quality. It has also been
concluded that if the applications of augmented reality provide more control to users about the
usage of their personal information then there are higher chances that people will prefer to use
such applications. The findings of this dissertation also helps in concluding that the three
dimensional images of the products encourage willingness to buy.
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REFERENCES
Books and Journals
Abou El-Seoud, S. and Taj-Eddin, I., 2019. An android augmented reality application for retail
fashion shopping.
Balaji, M. S. and et al., 2018. User acceptance of IoT applications in retail industry.
In Technology Adoption and Social Issues: Concepts, Methodologies, Tools, and
Applications (pp. 1331-1352). IGI Global.
Boardman, R., Henninger, C. E. and Zhu, A., 2020. Augmented reality and virtual reality: new
drivers for fashion retail?. In Technology-Driven Sustainability (pp. 155-172). Palgrave
Macmillan, Cham.
Henningsson, S. and et.al., 2020. Augmented Reality and Customer Experiences in Retail: A
Case Study.
Jung, T. and tom Dieck, M. C., 2018. Augmented Reality and Virtual Reality. Empowering
Human, Place and Business. Cham: Springer International Publishing.
Kern, A., 2018. The Importance of ICT in the Retail Industry. Fundamental Opportunities and
Challenges in a Globalized World. Linz: Johannes Kepler University.
Lindén, L., 2019. Utilizing Augmented Reality as a B2C Marketing Tool in the Furniture Retail
Industry.
Park, M. and Yoo, J., 2020. Effects of perceived interactivity of augmented reality on consumer
responses: A mental imagery perspective. Journal of Retailing and Consumer
Services. 52. p.101912.
Romano, B., Sands, S. and Pallant, J.I., 2020. Augmented reality and the customer journey: An
exploratory study. Australasian Marketing Journal (AMJ).
von Briel, F., 2018. The future of omnichannel retail: A four-stage Delphi study. Technological
Forecasting and Social Change. 132. pp.217-229.
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