Mourmouras, Nikolaos

2020-06-12T00:00:46Z

https://repository.ihu.edu.gr//xmlui/handle/11544/29561

Consumer behaviour

Mixed reality technology

VR

MR

masterThesis

free

School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design

This dissertation was written as part of the MSc in Strategic Product Design, at the International Hellenic University. The aim is the study of consumer behaviour in Greek market, with regard to the impact of Augmented (AR), Virtual (VR) and Mixed Reality (MR) technology. In order to be more specific, 4 product categories have been chosen for the study: Shoes, Car, Tattoo and Furniture. At the basic scope, also included facts such as, the rate of Greek consumers know the AR/ VR/ MR technology and more facts about their consuming profile. Moreover, it is investigated the possibility and the rate of interest in AR/ VR/ MR technology campaigns. Finally it is also studied the influence rate that this campaigns can have to the consumer in comparison to the influence of other means of communication. For the needs of the research, a questionnaire was developed. It was answered by 380 individuals and it is structured in 3 sections:The first section is about the consuming profile of the individuals in the 4 product categories, as well as the AR/ VR/ MR impact that a projected video have on them. The second section is about the usage of some technology devices and the participants’ knowledge about the AR/VR/ MR technologies. Finally, the third section question about the demographic characteristics of the individuals. Later, the results of the questionnaire were collected and analyzed. The final and most important procedure was the conclusion and the analysis of them. The results of this study contribute to both companies and consumers. Companies can understand better the benefits of AR / VR/ MR technologies and use them accordingly. Consumes can be helped for a more focused, decision making process.

Asst. Prof. Indounas

Dr. Mavragani

ihu