Vidare forskning

I denna studie användes två AR-applikationer inom detaljhandel, det vore intressant att se resultatet för AR-applikationer inom andra branscher för att se om det finns någon skillnad. För att kunna förstå AR-komponenternas påverkan på varumärkesuppfattning fullt ut så kan vidare studier låta deltagarna få handla med hjälp av applikationen. Vidare forskning kan även inkludera VR (virtual reality) för att se om det är någon skillnad mellan AR och VR vid bedömning av varumärkesuppfattning.

Deltagarna fick använda sig av IKEA och Targets applikation, IKEA som är från Sverige och Target som är från USA. Det var endast ett begränsat antal AR-applikationer som uppfyllde studiens krav, i framtiden är det möjligt att det finns ett större utbud och då vore det intressant att genomföra studien igen med större utbud och undersöka om resultatet blir detsamma

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