Augmented reality creates new affordances for shopping-related interactions because it allows consumers to experience a product within the context of their choice and in a customized way before making a purchasing decision. There is a need to evaluate the potential of this technology and its features in order to integrate it strategically into e- and m-commerce activities. Given that technologies are now developing on a global scale, research should take a multiple country approach. The present study provides qualitative cross-country insights into four European nations and provides guidelines on how to conduct Q-investigations within comparative settings. The results suggest that both divergence and convergence phenomena occur calling for a differentiated approach to target users and to the development of applications.
Gautier, Stéphanie; Gauzente, Claire; and Aikala, Maiju
"Are AR shopping services valued the same way throughout Europe? A four-country Q-investigation,"
Systèmes d'Information et Management: Vol. 21
, Article 4.
Available at: https://aisel.aisnet.org/sim/vol21/iss1/4