Augmented reality has in recent years become a topic that’s frequently discussed among business managers and marketing practitioners, due to the findings that support the technology's ability to influence consumer behavior. The technology is offering consumers exceedingly product information, a pleasurable shopping experience and a greater interactive interface. Previous research surrounding augmented reality has been with in the bounds of the makeup and furniture industry to enable these findings. Now the interest stands within how augmented reality technology can be implemented in the clothing retail industry. The purposeof this study is to map out the consumer's experience of trying out virtual clothes through mobile augmented reality and find out if the technology can facilitate consumers to completea purchase decision online during a buying process of physical clothes. The study conducted participatory observations as well as semi structed interviews with the participants,further more the empirical findings were analyzed through a thematic analyzing method. What the study discovered was that certain aspects of the technology supports previous research done on augmented reality and other aspects deviated from earlier findings. Additionally, the study found that consumers would consider clothing testing through mobile augmented reality if it was implemented by a clothing retail company. / Augmented reality har under de senaste åren blivit ett återkommande ämne bland företagsledare och marknadsförare på grund av att tidigare forskning påvisat att teknologin kan ha inflytande på konsumentbeteenden. Teknologin erbjuder konsumenter tilläggande information om produkten, en njutbar shoppingupplevelse och en interaktiv samverkan mellan individ och objekt. Tidigare forskning som behandlat augmented reality har begränsats till områdena smink- och möbelindustrin för att komma fram till dessa resultat. Det finns nu ett intresse att se hur augmented reality teknologin kan bli implementerad i klädesindustrin. Studiens syfte är att kartlägga konsumenters upplevelse av att prova virtuella kläder genom mobile augmented reality och finna svar på om det kan underlätta för konsumenten att slutföra ett köpbeslut online vid en köpprocess av fysiska kläder. Undersökningen genomförde deltagande observationer och individuella semistrukturerade intervjuer med deltagarna, vidare analyserades empirin genomen en tematisk analysmetod. Undersökengen kom fram till att vissa aspekter av teknologin stödjer tidigare forskningsresultat och andra visades vara särskiljande. Vidare fann denna forskning att konsumenter kan tänka sig använda mobile augmented reality om det implementerats av ett detaljhandelsföretag inom klädindustrin.

Datum: 2023-05-31 Nivå: Kandidatuppsats i Företagsekonomi, 15 högskolepoäng Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet. Författare: Sivan Dana, Alina Music Titel: Hur kan konsumentens returbeteende vid onlineköp minimeras med stöd från det digitala verktyget mobile augmented reality (MAR)? Handledare: Sara Melén Hånell Nyckelord: E-handel, modebranschen, digitalisering, virtuella provrum, Mobile AugmentedReality (MAR), returbeteende Teoretisk utgångspunkt: The Theory of Planned Behaviour Syfte: Syftet med studien är att med hjälp av kvalitativ metod undersöka hur konsumentersreturbeteende kan minimeras med användning av Mobile Augmented Reality (MAR). Studien ska förse fördjupad kunskap samt öka förståelsen för hur konsumenter kan uppnå fördelarmed hjälp av digitala verktyg. Metod: Författarna har tillämpat en kvalitativ forskningsmetod till den här studien. Den kvalitativa metoden har genomförts med hjälp av nio (9) djupintervjuer med respondenter som regelbundet konsumerar kläder via e-handelsplattformar. Slutsats: Denna uppsats har bekräftats av den insamlade empirin att det digitala verktyget MAR kan med stor sannolikhet minimera returbeeendet hos konsumenter. Slutsatsen för denstudien visar att konsumenter kan uppnå fördelar med hjälp av funktionen. / Date: 2023-05-31 Level: Bachelor Thesis in Business Administration, 15 credits  Institution: School of Business, Society and Engineering, Mälardalen University  Authors: Sivan Dana, Alina Music Title: How can the consumer return behavior in online purchases be minimized with the support of the digital tool mobile augmented reality (MAR)? Supervisor: Sara Melén Hånell Keywords: E-commerce, fashion industry, digitization, virtual fitting rooms, Mobile Augmented Reality (MAR), return behavior Theoretical Starting Point: The Theory of Planned Behaviour Purpose: This study uses a qualitative research method to investigate how consumers' return behavior can be minimized using Mobile Augmented Reality (MAR). The study will provide in-depth knowledge and increase understanding of how consumers can achieve benefits with the help of digital tools. Method: The authors have applied a qualitative research method to this study. The qualitative method has been carried out using nine (9) in-depth interviews with respondents who regularly consume clothes via e-commerce platforms.   Conclusion: This thesis has been confirmed by the collected empirical evidence that the digital tool MAR can very likely minimize the return behavior of consumers. The conclusion of the study shows that consumers can achieve benefits by using MAR.

Characteristic for upcoming technology is that it is growing, constantly developing and fast implemented in people's lives. Augmented reality (AR) is one of these technologies and more companies are implementing AR in their daily operations. AR can be described as a large amount of data, being transformed into images that are attached to the real world. The technique takes digital images and applies it to the reality through a mobiles camera lens. When used for mobile application it is called mobile augmented reality (MAR). MAR applications are expected to be as successful as smartphones was when it was first released. The revenue is set to be over $120 billion dollars by 2020. Even though it sees huge potential, few studies are done on user experience (UX) and satisfaction for the end user. This information could be a crucial asset for AR stakeholders in the prosperous future. A generation of interest for technology stakeholders is the digital natives who are people born between 1980 and 2000. They have been brought up with technology and they are comfortable with adapting to new technologies and they are not late on trying them out. This study combined the three fields of interest, MAR, UX and the digital natives, for the purpose to develop knowledge of what factors within UX that digital natives’ value as most important for a MAR application. A quantitative method with an inductive approach were used to answer the research question. The researchers used a questionnaire to collect the data that was later analyzed with the help of Google Forms, Microsoft Excel and SPSS. Predetermined factors from a theoretical framework was presented to the participants of the study; perspicuity (easy to learn, easy to understand), dependability (predictable, secure), efficiency (fast, organized), novelty (creative, innovative) and stimulation (exiting, interesting). The study concluded that perspicuity, novelty and efficiency were the most important factors of UX in MAR applications according to the digital natives.

Augmented reality (AR) has revolutionized the way people view the real world, AR has been used across a range of sectors. Recently, researchers examined the possibilities for improving user experience with augmented reality. However, there are few studies on adoption of AR users' interactions with online data resources. The aim of this study is proposing a mobile augmented reality interface for users to interact and engage with online data. The prototype is based on the framework of a PEAR (Public Engagement Augmented Reality) initiative for further AR development. PEAR framework provides an AR extension and enables users to engage with online information through AR representation [1]. This prototype was developed and implemented using Unity game engines C# and Vuforia SDK on the front-end, both NodeJS servers with MongoDB were used on the back-end. The prototype was tested and then used in a 2-week user study to analyse and validate the framework.