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Treballs Finals del Màster en Oficial en Empresa Internacional / International Business, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2020-2022. Tutor: Ramon Montanera Mateu, The aim of this thesis is to examine the differences across two generational cohorts, millennials, and Generation Z, in terms of their augmented reality (AR) experience using virtual try-on’s (VTO) in online retail. Based on a quantitative study involving an online survey and experiment carried out among 198 participants, the results revealed significant differences in post-usage variables. Millennials experienced higher hedonic value and need for touch while Gen Z experienced higher utilitarian value, ease of use, attitude towards using and purchase intention. There were no statistical differences in spatial presence, psychological ownership, and awareness of privacy practices. However, the study clearly shows differences among the generations and thus contributes to the research on augmented reality and generational marketing. Considering cohort-specific differences will enable practitioners to clúster demographic groups, thus creating specific buyer personas to target more efficiently for optimised marketing strategies, and, as a bonus, to increase the environmental sustainability of online retail.

Автор отмечает в своей работе, что снижение роли опыта пожилых людей из-за трансформирующегося общества является одним из факторов возникновения семейных конфликтов. Многие девиационные поступки молодых людей зачастую вызваны отсутствием четких ориентиров и идей, исходящих от старшего поколения., The author notes in his work that the decline in the role of the experience of older people due to the transforming society is one of the factors of family conflicts. Many deviant actions of young people are often caused by the lack of clear guidelines and ideas coming from the older generation.

Treballs Finals del Màster del Màster de Sociologia: Transformacions Socials i Innovació, Facultat d'Economia i Empresa, Universitat de Barcelona, Curs: 2016-2018, Tutor: Anna Escobedo Caparrós, El presente trabajo está dedicado en el estudio de la segunda generación de los inmigrantes chinos de Barcelona en función de las relaciones intergeneracionales entre padres e hijos. Basada en la metodología cualitativa esta investigación se realizó con las entrevistas semiestructuradas con nueve hijos y cuatro padres chinosque residen en Barcelona. A partir del estudio de las relaciones intergeneracionales en las familias chinas de la dicha ciudad, se ha podido aproximar más acerca de su experiencia migratoria, adaptación e integración social, vida familiar y las relaciones generacionales entre padres e hijos.