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Article summary:
1. This article examines the influence of augmented reality (AR) on purchase and repurchase intention in the fashion industry.
2. The research uses a quantitative approach, including an online questionnaire with a Likert scale, to assess the correlation between AR technology and consumer purchase and repurchase intention.
3. The findings of this study are crucial in understanding if shopping-oriented AR applications are more enjoyable and useful to purchase than their Internet equivalents.
Article analysis:
The article “The Influence of Augmented Reality on Purchase and Repurchase Intention in the Fashion Industry” is a well-written piece that provides an overview of how augmented reality (AR) can be used as a sales and marketing strategy for businesses in the fashion industry. The authors use a quantitative approach, including an online questionnaire with a Likert scale, to assess the correlation between AR technology and consumer purchase and repurchase intention.
The article is generally reliable, as it provides evidence from previous studies to support its claims, such as Scholz & Smith (2016), Kim & Cheeyong (2015), Huang et al., (2014), Scholz & Duffy (2018), Hilken et al., (2017). Furthermore, the authors have also conducted their own survey to collect primary data from Generation Y in Italy from October to December 2020. This data was then analyzed using SPSS 17.1 software to determine correlations between variables.
However, there are some potential biases that should be noted when reading this article. Firstly, the sample size of 119 respondents may not be large enough to accurately represent all consumers in the fashion industry; thus, further research should be conducted with larger sample sizes for more accurate results. Secondly, since only Generation Y was surveyed for this study, it is possible that other generations may have different opinions about AR technology; thus, further research should include other generations as well for more comprehensive results. Finally, since this study only focuses on customers’ perceptions towards AR technology in the fashion industry, it does not explore other potential applications or implications of AR technology; thus further research should also consider these aspects as well for a more comprehensive understanding of AR technology’s impact on businesses and consumers alike.