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The Use of Augmented Reality in Retail: A Review of Literature
Citation key Riar.2021a
Author Riar, Marc and Korbel, Jakob J. and Xi, Nannan and Zarnekow, Rüdiger and Hamari, Juho
Pages 638-647
Year 2021
ISBN 978-0-9981331-4-0
Location Kauai, Hawaii, USA
Journal 54th Hawaii International Conference on System Sciences (HICSS), Kauai, HI, 2021
Month 1
Abstract Novel digital technologies are affording ways to superimpose perceptual information (be it auditory, vis-ual, 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 over-view 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.
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