Akademik Veri Yönetim Sistemi
Tezin Türü: Yüksek Lisans
Tezin Yürütüldüğü Kurum: İstanbul Kültür Üniversitesi, İktisadi Ve İdari Bilimler Fakültesi, İşletme, Türkiye
Tezin Onay Tarihi: 2025
Tezin Dili: İngilizce
Öğrenci: Yousef Lyas
Danışman: Didem Kayalıdereden
Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
Özet:
The rapid evolution of retail technology, especially with the integration of virtual reality (VR) and immersive applications, has significantly altered consumer buying experiences. This research aims to explore and compare user experiences across three retail modalities: in-store, online, and VR, with a focus on customer satisfaction and overall user experience (UX). By examining these modalities for potentially the same products, this study seeks to provide insights into the effectiveness and consumer perception of each retail approach among young adults within the Europe.
Objectives
1. To evaluate and compare user satisfaction across in-store, online, and VR shopping experiences.
2. To assess the UX of each retail modality for a similar range of products.
3. To identify strengths and weaknesses in current retail approaches from a UX perspective.
Methodology
Participants will be selected from a demographic of young adults within the EU, with varying levels of tech familiarity. The study will involve:
- Direct shopping experiences in physical stores.
- Online shopping sessions using standard e-commerce platforms.
- VR-based shopping experiences using the Quest VR headset and immersive applications like the IKEA app.
After each shopping experience, participants will complete a structured survey designed to measure various aspects of satisfaction and UX. This mixed-methods approach will combine quantitative data from survey responses with qualitative insights from follow-up interviews to gain a deeper understanding of user preferences and behaviors.