FACTORS AFFECTING CUSTOMER EXPERIENCE WHEN APPLYING VIRTUAL TECHNOLOGY IN THE RETAIL SECTOR IN HO CHI MINH CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.496Từ khóa:
Customer experience, virtual technology, retail sector, user experience, mobile augmented reality retail applications (MAR apps).Tóm tắt
In the context of rapid digital transformation, virtual technology has emerged as a research trend in various fields worldwide. However, in Vietnam, research on virtual technology mainly focuses on entertainment, while studies examining factors affecting customer experience when applying virtual technology in the retail sector are limited. Based on qualitative and quantitative research methods, the authors have identified several factors influencing customer experience when applying virtual technology in the retail sector in Ho Chi Minh City. The study proposes considering the factors: Customer motivation and technological characteristics impacting customer experience. Data were collected from 327 consumers who experienced virtual technology during shopping in Ho Chi Minh City and analyzed using quantitative methods. Based on the empirical analysis results, this study proposes managerial implications to help retail enterprises improve customer experience and increase their competitive advantage through the application of virtual technology, influencing customer purchasing decisions.
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