Work

Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda

Year: 2022

Type: article

Abstract: The application of augmented reality (AR) is receiving great interest in e-commerce, m-commerce, and brick-and-mortar-retailing. A growing body of literature has explored several different facets of how consumers react to the upcoming augmented shopping reality. This systematic literature review summarizes the findings of 56 empirical papers that analyzed consumers’ experience with AR, acceptance of AR, and behavioral reactions to AR in various online and offline environments. The review synthesizes current knowledge and critically discusses the empirical studies conceptually and methodologically. Finally, the review outlines the theoretical basis as well as the independent, mediating, moderating, and dependent variables analyzed in previous AR research. Based on this synthesis, the paper develops an integrative framework model, which helps derive directives for future research on augmented shopping reality.

Source: Frontiers in Virtual Reality

DOI: 10.3389/frvir.2022.961236

Authors: Stefan Hoffmann, Robert Mai

Institutions: Christian-Albrechts-Universität zu Kiel, Grenoble Ecole de Management

Language: English

Topic: Augmented Reality Applications

Subfield: Computer Vision and Pattern Recognition

Field: Computer Science

Domain: Physical Sciences

Open Access status: gold

Estimated APC paid: $2,477

Funder: Deutsche Forschungsgemeinschaft