| Autor: |
Shree, V. S. Kaviya, Priyadarshini, M. Kirupa |
| Předmět: |
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| Zdroj: |
AIP Conference Proceedings; 2024, Vol. 3221 Issue 1, p1-9, 9p |
| Abstrakt: |
In the context of sustainable materials and technologies, advanced visualization technologies like AR and VR have emerged and integrated in the Retail Jewelry Segment. Can the integration of sustainable immersive technologies in retail jewelry segment contribute to the future of sustainable business goals is to be explored. This research study examines the above study area of analyzing the role of sustainable AR/VR experience on customer perceptions in retail jewelry sector. This paper aims to explore if immersive technologies influences customer perceptions like brand associations and purchase behaviour leading to brand loyalty in the landscape of sustainable jewelry business. Based on a thorough literature review, conceptual framework and hypothesis were formulated to test the interactive, novel and vivid features of AR/VR immersive technologies. To validate this, relational study methodology was adopted, using judgmental sampling 227 customer surveys and insights from jewelry retailers who had adopted AR/VR technologies in their operations. Validated scales was used for collecting the data from customers. SEM analysis was administered to review the model in 2 different stages. Reliability and validity tests followed by various Fit Measures were computed to confirm the results. The results proved that customer perceptions were greatly influenced by AR/VR experiences. By exploring the implications of AR/VR experience in sustainable retail jewelry segment, this paper contributes significant recommendations and marketing strategies that cater to the evolving concept of sustainable materials and technologies. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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