De Martis, Lavinia (A.A. 2020/2021) The role of augmented Reality in influencing consumers’ purchase intention and how shopping motivation moderates this relationship. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 140. [Master's Degree Thesis]

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Abstract/Index

Relevance. From multi-channel to omnichannel retailing. Artificial intelligence as an enabler of omnichannel experience. The use of augmented reality into the fast fashion industry. Values that drive consumers’ shopping. Theoretical background. Augmented reality. Shopping motivation. Conceptual model. Quantitative research. Pretest augmented reality. Pretest shopping motivation. Main test. General discussion. Theoretical and managerial implications. Limitations for further research.

References

Bibliografia: pp. 55-63.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Consumer behavior
Thesis Supervisor:	Romani, Simona
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2020/2021
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Aug 2022 08:06
Last Modified:	25 Aug 2022 08:06
URI:	https://tesi.luiss.it/id/eprint/33010

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