Despite the increasingly sophisticated capabilities of mobile AR guidance applications in providing new ways of interacting with the surrounding environment, empirical research remains needed in four principal areas: 1) identifying user needs and use cases, 2) developing an appropriate theoretical framework, 3) understanding user's interactions with the surrounding environment, and 4) avoiding information overload. To address these needs, a mixed-methods approach, involving two studies, was used to extend current Situation Awareness (SA) theory and evaluate the application of an extended theory. These were achieved in the context of a reality-augmented environment for the task of exploring an unfamiliar urban context. The first study examined SA in terms of the processes that an individual employs and the essential requirements needed to develop SA for the case of urban exploratory navigation using mobile augmented reality (MAR). From this study, SA-supported design implications for an MAR guidance application were developed, and used to evaluate the application of an extended SA theoretical cognitive model. The second study validated the earlier findings, and involved two specific applications of the translated SA-supported interface design and an evaluation of five conceptual design concepts. Results of the AR interface application suggested a significant SA-supported interface design effect on user's SA, which is dependent on the number of Points of Interest (POIs) included in the interface. Results of the embedded Map interface application showed a significant SA-support interface design effect on a user's SA. The SA-supported interface designs helped participants complete task queries faster and led to higher perceived interface usability. This work demonstrates that, by adopting a systematic approach, transformed requirements can be obtained and used to design and develop SA-supported strategies. In doing so, subsequent implementation of SA-supported strategies could enhance a user's SA in the context exploratory navigation in an urban environment using MAR. Indeed, a validation process was initiated for the extracted user requirements, by conducting evaluations on these SA-supported strategies. Finally, a set of preliminary design recommendations is proposed, with the goal of their eventual incorporation into the design and development of more effective mobile AR guidance applications. / Ph. D.

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.

Augmented Reality (AR) can be described as one of possible steps between real world and fully virtual reality. Into this mixed reality we can make an overlay with virtual objects onto the real world typically by capturing camera images in real-time to produce a new layer to the environment with which we can interact. Mobile Augmented Reality (MAR) is a term used when equipment through which we achieve AR is small in size and typically easy to carry e.g. a smartphone or a tablet. The concept of using AR in facilitating learning and improving its quality seems to attract more attention in the academic world in recent years. One of the areas that receive much attention is AR language learning. In this thesis an experiment on a group of 20 people was conducted to answer the question: “Is MAR language learning system a viable solution for language learning?” For the purpose of the experiment an AR Language Learning Tool was designed for Android smartphones. This AR Language Learning Tool facilitated vocabulary learning by displaying 3D objects along with their spelling and providing audio of pronunciation. Participants were divided into an equal control group and test group. The control group learned new vocabulary through classic flashcards while the test group used the previously designed AR Language Learning Tool. The Vocabulary Knowledge Scale questionnaires were provided for both groups right after learning and one week later. By performing statistical analysis with Student’s t-test on gathered data it was discovered that there is a positive improvement in long term recall rate in the AR Language Learning Tool group when compared with the flashcards learning group. No difference was found in short term recall rate between both groups. Participants also provided feedback about their quality of experience and enthusiasm for new learning methods. Their answers were very positive and provided proof that mobile AR is a viable method of learning vocabulary.

Denna studie utreder hur användarna kommer att acceptera och använda en Mobile augmented reality app i möbelbranschen utifrån modellen Technology Acceptance Model (TAM). Därmed bidrar till den begränsade forskningen kring MAR inom Möbelbranschen. Undersökningen görs med IKEA Place app i ett kontrollerat fallstudie där användarna observeras och intervjuas. Forskningsstrategin har gått ut på att samla kvalitativa data för att få en förståelse för hur och varför, istället kvantitativa data som är standard inom studier med TAM. Studien har har resulterat i ett kunskapsbidrag i form av nytt empirisktmaterial inom området för forskningsvärlden. Samt förslag på förbättringar eller faktorer att ta hänsyn till vid implementering av MAR inom möbelbranschen för aktiva verksamheter. Det har även resulterat i en för sitt syfte, bredare förståelse för hur och varför användarna accepterar MAR vid handel av inredningsvaror. / This study investigates how users will accept and use a Mobile augmented reality app in the furniture industry based on the Technology Acceptance Model (TAM) model. This contributes to the limited research on MAR in the furniture industry. The survey is done with the IKEA Place app in a controlled case study where users are observed and interviewed. The research strategy has been to gather qualitative data to gain an understanding of how and why, instead of quantitative data that is standard in studies with TAM. The study has resulted in a knowledge contribution in the form of new empirical material in the field of the research world. And suggestions for improvements or factors to take into consideration when implementing MAR in the furniture industry for active businesses. It has also resulted in one for its purpose, broader understanding of how and why users accept MAR in the trade of furnishing goods.

This dissertation contributes to IS research by explaining user intentions while using AR features in mobile social networking and retail app contexts. It consists of three essays, which use partial least squares modeling to analyze different consumer behavior models. The first essay examines the influence of quality, human, and environmental factors on AR reuse intention in a mobile social networking context. The second essay introduces position relevance, a new construct essential to AR research in e-commerce, and it looks at the influence of this construct and app involvement on user purchase intention, while using view-in-room features on mobile retail apps. The third essay examines the influence of service quality and visual quality on recommendation intention of mobile retail apps while using view-in-room features compared to shopping without using these AR features.

During the last couple of years, mobile augmented reality (MAR) has seen an increase in its potential due to improved available hardware and software. Applications such as Pokémon GO and IKEA Place are just a few of the successful ways MAR can be used in. Smartphone user’s tendency to look up information and data, such as live sport feeds, present unexplored opportunities for augmented reality (AR). This thesis aims to explore the usability and suitability using AR for live information visualization. For this purpose, an Android MAR application has been written in Java with Android Studio, using ARCore to visualize live events and statistics from a hockey game. The user can place a virtual hockey rink in a real-world environment and then toggle between a live event feed where current match events are being displayed, and a statistics view, where the user can see the statistics of the match, all in AR. The application was tested by nine participants between the age 1957 years old, which also answered a system usability scale test (SUS). The SUS yielded a score with the mean 76.6 out of 100, which is above the mean of studies using SUS. The user testing yielded mostly positive feedback regarding the concept of using AR to visualize information, and seven out of the nine participants thought it was a fun way of visualizing a hockey game. The result of the user testing also revealed possible problems of using AR to visualize data, such as information occlusion. In conclusion, MAR is a diverse technology which use has much undiscovered potential. The study indicates that it is a suitable and usable method for visualizing information and live data. / Under de senaste åren så har AR (augmented reality) för mobil sett en ökning i dess potential till följd av förbättrad hårdvara och mjukvara. Applikationer som Pokémon GO och IKEA Place är bara ett fåtal exempel på framgångsrika sätt som mobil AR kan användas på. Smartphoneanvändares tendens att kolla upp information och data, till exempel sportsändningar, öppnar möjligheter för AR som än inte har utforskats. Denna uppsats har som mål att undersöka användbarhet och lämplighet för mobil AR som ett verktyg för att visualisera information. För detta ändamål så har en Android mobil AR applikation skapats som använder ARCore för att visualisera livedata och statistik från en ishockeymatch, skriven i Java med Android Studio. Applikationen låter användaren placera en virtuell hockeyrink i verkligheten, och sedan kan byta mellan ett liveflöde där händelser i matchen visas, samt en statistikvy, där användaren kan se statistik från hela matchen, allt i AR. Applikationen testades av nio användare mellan åldrarna 19-57, som också svarade på ett användbarhetstest (SUS). Användbarhetstestet gav ett resultat med medelvärdet 76.6 utav 100, vilket är över medelvärdet av studier som använder SUS. Användartestet gav mestadels positivt resultat angående konceptet att använda AR för att visualisera information och sju utav nio personer ansåg att det var ett roligt sätt att visualisera en hockeymatch. Resultatet av användartestet avslöjade också eventuella problem med att använda AR för att visualisera data, till exempel att information skyms. Sammanfattningsvis så är mobil AR en mångsidig teknik som har mycket outforskad potential. Denna studie indikerar att det är en lämplig metod för att visualisera liveinformation och data.

With the development of resilient computer vision algorithms, mobile augmented reality (MAR) technology is now accessible for most smartphone users. There are a lot of MAR applications available on the App Store and Google Play. However, most of the applications are games for indoor usage. Outdoor MAR commercial applications are rare. Evidently, outdoor MAR in tourism is a promising and challenging field. This study focuses on Djurgården, an island in Stockholm. The purpose is to develop a MAR prototype for some underexplored places on the island and see the benefits and challenges of AR as a method for helping tourists in sightseeing. A MAR application was developed to explore the research question surrounding its benefits and challenges. a user study was conducted to compare the MAR prototype with general usage of smartphone applications, where both quantitative and qualitative data was gathered. The results indicate that MAR has an advantage in providing more immersive, content travelling experience as well as reducing feelings of boredom. However, MAR also has challenges in avoiding collision with real objects and limiting possible risks. / Utvecklingen av robusta och effektiva algoritmer för datorseenede har lett till att de flesta med en smarttelefon idag har tillgång till Mobile Augmented Reality (MAR) teknologi. Det finns många MAR applikationer tillgängliga på App Store och Google Play, däremot är de flesta anpassade för användning inomhus. Kommersiella MAR applikationer för utomhusbruk är ovanliga. Uppenbarligen är utomhusbaserade MAR applikationer inom turism ett lovande och utmanande fält. Den här studien fokuserar på ön Djurgården i Stockholm. Målet är att utveckla en MAR prototyp för några av öns mindre besökta platser och undersöka fördelar och utmaningar med AR som ett verktyg för att hjälpa turistande på ön. En MAR applikation för att undersöka detta utvecklades och en användarstudie genomfördes. Användarstudien jämförde MAR prototypen mot generella applikationer på smarttelefoner, där både kvantitativ och kvalitativ data insamlades. Resultaten visar att MAR har fördelar i att förmedla mer engagerande innehåll för reseupplevelser och i att reducera känslor av tristess och utmattning. Däremot finns det utmaningar inom MAR i att undvika kollisioner med verkliga objekt och att minimera skaderisker.

With the advances of industry 4.0, augmented reality (AR) devices are being deployed across the manufacturing sector to enhance worker perception and efficiency. AR is often used to deliver spatially relevant work instructions on mobile devices for maintenance procedures on the factory floor. In these situations, workers use their mobile devices to view instructions in the form of 3D animations and annotations that directly overlay the equipment being maintained. Workers then follow the AR instructions and must ultimately rely on their own judgement and knowledge of the procedure as they progress from step to step. An AR assistant that could validate each stage of the procedure in real time and provide the worker with feedback on any observed errors would ensure that each maintenance procedure is completed successfully. This work presents a mobile, quality inspection system for AR maintenance procedures that is capable of assessing the maintenance task in real time. The system is designed for deployment on handheld mobile devices and can thus manage the challenges inherent to performing quality inspection with a non-fixed vision system. This work enumerates four essential qualities of mobile quality inspection tools and outlines some of the challenges encountered during the development of such a system. In the end, testing established that the system could provide adequate assistance for capturing inspection images, accurately process the captured images using machine vision, and generate detailed feedback from the quality inspection in a timely manner.

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.