Augmented reality in online retailing: a systematic review and research agenda

IF 5.5 3区管理学 Q1 BUSINESS

International Journal of Retail & Distribution Management Pub Date : 2021-09-06 DOI:10.1108/ijrdm-06-2021-0287

H. Kumar

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引用次数: 42

Abstract

PurposeAugmented reality (AR) has received massive attention in online retail. Therefore, the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying the antecedents, drives, outcomes, theoretical lenses, typology and methodological approaches. The study further aims to identify the critical avenues for future research.Design/methodology/approachTo advance the conceptual and managerial understanding of AR, the study synthesizes the literature through a systematic literature review approach by reviewing 53 articles.FindingsSeveral AR characteristics significantly influence utilitarian, hedonic, perceived risk and experiential value, ultimately resulting in a positive attitude, decision-making assistance and behavioural intentions, wherein customer experience (flow, spatial presence, mental imagery and immersion) plays a mediating role in the process. The study also lists the top authors, articles, journals, countries, theories and methodology used.Originality/valueThe study provides a comprehensive framework on consumer behaviour towards AR in online retailing. Further, the study proposes the future research agenda in the social side of AR, the dark side of AR, customer engagement, use of AR for experiential value and AR marketing domain.

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在线零售中的增强现实：系统综述和研究议程

增强现实(AR)在在线零售领域受到了广泛关注。因此，本文旨在通过识别前因、驱动因素、结果、理论透镜、类型和方法方法来回顾在线零售中AR的最新文献。该研究进一步旨在确定未来研究的关键途径。设计/方法/方法为了提高对AR的概念和管理理解，本研究通过系统的文献综述方法综合了53篇文献。几个AR特征显著影响功利、享乐、感知风险和体验价值，最终导致积极的态度、决策协助和行为意图，其中客户体验(心流、空间存在、心理意象和沉浸)在这一过程中起中介作用。该研究还列出了顶级作者、文章、期刊、国家、理论和使用的方法。原创性/价值该研究提供了一个全面的框架，以了解在线零售中消费者对AR的行为。此外，该研究还提出了未来在AR的社交方面、AR的阴暗面、客户参与、AR的体验价值使用和AR营销领域的研究议程。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Retail & Distribution Management Multiple-

CiteScore

8.60

自引率

25.00%

发文量

期刊介绍： The competitive retail sector is under pressure to provide efficient services to hold its share of the market. As consumers demand higher levels of service and supply, they are simutaneously wooed by other alternatives like mail order and out of-town-shopping. The International Journal of Retail & Distribution Management provides a link between production and consumer, and by understanding their relationship it allows retail personnel to study operations practice in other organizations, and to compare methodologies.