沉浸式技术和消费者行为:二十年研究的系统回顾

IF 2 4区管理学 Q3 BUSINESS

Australian Journal of Management Pub Date : 2023-07-07 DOI:10.1177/03128962231181429

Anupama Ambika, H. Shin, Varsha Jain

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引用次数: 1

摘要

沉浸式技术，包括增强现实（AR）、虚拟现实（VR）、混合现实（MR）和三维视图，正在以数字方式扩展消费者的现实，实现前所未有的体验。随着这些技术从一种古怪的新奇事物转变为消费者无处不在的实用工具，我们分析了过去二十年来关于沉浸式技术对消费者行为影响的研究进展。虽然过去在这一领域的评论集中在有限数量的沉浸式技术或其在单一行业中的应用，但我们全面分析和比较了AR、VR、MR和3D对各个行业消费者行为的影响。我们采用了一个综合的TCM（理论、情境和方法）-ADO（前提、决策和结果）框架，系统地回顾了来自高质量学术期刊的129项研究。这一分析的结果对未来的研究、理论和实践都有启示。M31营销

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Immersive technologies and consumer behavior: A systematic review of two decades of research

Immersive technologies, including augmented reality (AR), virtual reality (VR), mixed reality (MR), and three-dimensional (3D) views, are digitally expanding consumers’ reality, enabling never-before-seen experiences. As these technologies transform from a quirky novelty into a ubiquitous utility for consumers, we analyze the advances of the past two decades of research that elaborate on the influence of immersive technologies on consumer behavior. While the past reviews in this area have focused on a limited number of immersive technologies or their application in a sole industry, we holistically analyze and compare the influence of AR, VR, MR, and 3D on consumer behavior across various sectors. We adopt an integrated TCM (Theories, Contexts, and Methods)-ADO (Antecedents, Decisions, and Outcomes) framework to systematically review 129 studies from high-quality academic journals. The findings from this analysis present implications for future research, theory, and practice. M31 Marketing

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来源期刊

Australian Journal of Management Multiple-

CiteScore

10.60

自引率

4.20%

发文量

期刊介绍： The objectives of the Australian Journal of Management are to encourage and publish research in the field of management. The terms management and research are both broadly defined. The former includes the management of firms, groups, industries, regulatory bodies, government, and other institutions. The latter encompasses both discipline- and problem-based research. Consistent with the policy, the Australian Journal of Management publishes research in accounting, applied economics, finance, industrial relations, political science, psychology, statistics, and other disciplines, provided the application is to management, as well as research in areas such as marketing, corporate strategy, operations management, organisation development, decision analysis, and other problem-focuses paradigms.