A comparison study of AR applications versus pseudo-holographic systems as virtual exhibitors for luxury watch retail stores

The market of luxury watches has been continuously growing across the world, regardless of economic crisis. However, consumers can purchase online, on the web pages of the luxury watchmakers, the same product they can acquire in physical retail stores, producing a significant reduction in the overal...

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Bibliographic Details
Published inMultimedia systems Vol. 25; no. 4; pp. 307 - 321
Main Authors Morillo, Pedro, Orduña, Juan M., Casas, Sergio, Fernández, Marcos
Format Journal Article
LanguageEnglish
Published Berlin/Heidelberg Springer Berlin Heidelberg 01.08.2019
Springer Nature B.V
Subjects
Augmented reality
Comparative studies
Computer Communication Networks
Computer Graphics
Computer Science
Cryptology
Data Storage Representation
Hypotheses
Multimedia
Operating Systems
Regular Paper
Retail stores
Websites
Performance evaluation
AR applications
Pseudo-holographic systems
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Summary:The market of luxury watches has been continuously growing across the world, regardless of economic crisis. However, consumers can purchase online, on the web pages of the luxury watchmakers, the same product they can acquire in physical retail stores, producing a significant reduction in the overall sales of the latter ones. To reduce this trend, retail stores should increase their added-value services, one of which could be the use of virtual exhibitors in the shop. In this paper, we have developed two multimedia solutions (an Augmented Reality application and a pseudo-holographic system) for the creation of virtual exhibitors, and we have carried out a comparative study (based on real users) to measure which system would produce the best impact on users when used in traditional luxury watch retail stores. Our primary hypothesis was that there would be significant differences between the use of the mobile AR application and the use of the pseudo-holographic system. Our secondary hypothesis was that user preference for the mobile AR application would be higher than for the pseudo-holographic system.
ISSN:0942-4962
1432-1882
DOI:10.1007/s00530-019-00606-y