Jovana Radoičić, Sonja Vujović, Tanja Vujović

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The subject of this paper is the analysis of the impact of augmented reality on online user experiences. The analysis was performed on users’ experience with the Ikea Place App by IKEA. Users were surveyed through the User Experience Questionnaire (UEQ), through which the information about their online experiences related to the analyzed application was collected. The aim of this paper is to determine whether augmented reality and augmented reality applications complement the online user experience, based on the analysis of their user experience and experience related to the dimensions of the presented application. The intention is to contribute to the creation of  the business and academic public’ interest in the concept of augmented reality as a model, which, by offering a ‘customized’ shopping experience, contributes to improving the level of consumer satisfaction.


augmented reality, virtual reality, online user experiences, IKEA

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