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The Use of Augmented Reality in Retail: A Review of Literature

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Title:The Use of Augmented Reality in Retail: A Review of Literature
Authors:Riar, Marc
Korbel, Jakob J.
Xi, Nannan
Zarnekow, Rüdiger
Hamari, Juho
Keywords:New Potentials of Mixed Reality and its Business Impact
augmented reality
e-commerce
product presentation
retail
show 1 moreshopping
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Date Issued:05 Jan 2021
Abstract:Novel digital technologies are affording ways to superimpose perceptual information (be it auditory, visual, haptic or olfactory) onto our reality, e.g. in retail environments. These technologies that aim to enhance reality are generally called Augmented Reality (AR) technologies. Today, the field of research focused on AR retail has evolved to mature enough state that an overview of the state-of-the-art, results and ways in which AR has been employed in research is needed. Therefore, in this study we conduct a systematic literature review of the academic corpus focused on AR retail. We report on how and where AR is employed in retail, what technological characteristics of AR are commonly analyzed as well as what potential psychological and behavioral outcomes AR is capable of evoking. Overall, AR is a technology with high potential for in-store and remote (online) shopping in terms of evoking both utilitarian and hedonic experiences.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/70689
ISBN:978-0-9981331-4-0
DOI:10.24251/HICSS.2021.078
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: New Potentials of Mixed Reality and its Business Impact


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