Retail in Transformation - The Impact of Immersive AI on Young Adults’ Customer Journeys
(2024) BUSN39 20241Department of Business Administration
- Abstract (Swedish)
- Title:
Retail in Transformation - The Impact of Immersive AI on Young Adults’ Customer Journeys
Seminar date:
2024-05-30
Course:
Degree Project in Global Marketing - BUSN39
Authors:
Ella Karvonen & Emma Silver
Supervisor:
Ulf Johansson
Keywords:
Immersive AI, Retail, Customer Journey, Technology Acceptance, Value
Research question:
How does immersive AI in retail affect young adults’ customer journeys?
Purpose of the study:
Explore how immersive AI technologies influence the customer journeys of young adults in the retail sector, aiming to uncover the specific ways in which these technologies influence their journeys.
Methodology:
Qualitative and abductive approach, utilising focus group discussions as the method,... (More) - Title:
Retail in Transformation - The Impact of Immersive AI on Young Adults’ Customer Journeys
Seminar date:
2024-05-30
Course:
Degree Project in Global Marketing - BUSN39
Authors:
Ella Karvonen & Emma Silver
Supervisor:
Ulf Johansson
Keywords:
Immersive AI, Retail, Customer Journey, Technology Acceptance, Value
Research question:
How does immersive AI in retail affect young adults’ customer journeys?
Purpose of the study:
Explore how immersive AI technologies influence the customer journeys of young adults in the retail sector, aiming to uncover the specific ways in which these technologies influence their journeys.
Methodology:
Qualitative and abductive approach, utilising focus group discussions as the method, supplemented by elicitation elements.
Theoretical perspectives:
Stoopendahl’s (2024) research on the customer journey, complemented by the Technology Acceptance Model (TAM). This is supported by literature covering the understanding of AI, culminating in a merged framework presenting immersive AI as a “fast track” to purchasing decisions.
Result:
The findings and analysis is divided into the three main phases of the customer journey. Additionally, common themes and subthemes are identified and thematically analysed. These findings showcase that our framework accurately mirrors the customer journey with iAI integration.
Conclusion:
IAI can serve as a fast track to purchases by merging exploration and entertainment, reducing decision fatigue and choice overload. The Immersive AI-Infused Customer Journey Model showcases how this technology simplifies the process by providing comprehensive information passively, enhancing their control. Customers value AR for everyday purchases and VR for larger investments throughout their customer journey. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9168622
- author
- Silver, Emma LU and Karvonen, Ella LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Immersive AI, Retail, Customer Journey, Technology Acceptance, Value
- language
- English
- id
- 9168622
- date added to LUP
- 2024-06-28 11:45:13
- date last changed
- 2024-06-28 11:45:13
@misc{9168622, abstract = {{Title: Retail in Transformation - The Impact of Immersive AI on Young Adults’ Customer Journeys Seminar date: 2024-05-30 Course: Degree Project in Global Marketing - BUSN39 Authors: Ella Karvonen & Emma Silver Supervisor: Ulf Johansson Keywords: Immersive AI, Retail, Customer Journey, Technology Acceptance, Value Research question: How does immersive AI in retail affect young adults’ customer journeys? Purpose of the study: Explore how immersive AI technologies influence the customer journeys of young adults in the retail sector, aiming to uncover the specific ways in which these technologies influence their journeys. Methodology: Qualitative and abductive approach, utilising focus group discussions as the method, supplemented by elicitation elements. Theoretical perspectives: Stoopendahl’s (2024) research on the customer journey, complemented by the Technology Acceptance Model (TAM). This is supported by literature covering the understanding of AI, culminating in a merged framework presenting immersive AI as a “fast track” to purchasing decisions. Result: The findings and analysis is divided into the three main phases of the customer journey. Additionally, common themes and subthemes are identified and thematically analysed. These findings showcase that our framework accurately mirrors the customer journey with iAI integration. Conclusion: IAI can serve as a fast track to purchases by merging exploration and entertainment, reducing decision fatigue and choice overload. The Immersive AI-Infused Customer Journey Model showcases how this technology simplifies the process by providing comprehensive information passively, enhancing their control. Customers value AR for everyday purchases and VR for larger investments throughout their customer journey.}}, author = {{Silver, Emma and Karvonen, Ella}}, language = {{eng}}, note = {{Student Paper}}, title = {{Retail in Transformation - The Impact of Immersive AI on Young Adults’ Customer Journeys}}, year = {{2024}}, }