Examining the potential effects of augmented reality on the retail customer experience: a systematic literature analysis

Prashant Kumar Pandey and Praveen Kumar Pandey

International Journal of Networking and Virtual Organisations, 2024, vol. 31, issue 3, 191-223

Abstract: This study aimed to investigate the impact of Augmented Reality (AR) on consumer behaviour and decision-making. A conceptual framework was developed to understand how AR's unique characteristics and features can create experiential values for users and influence cognitive and affective responses, which in turn impact consumer decision-making and behavioural outcomes. A delve into the literature unveiled that AR boasts two one-of-a-kind traits, interactivity and vividness, which can elevate consumers' enjoyment. Other factors such as body image perception, narcissism, information processing preference, privacy concerns, and situational surroundings were also pinpointed as potential influencers on how consumers process AR experiences. The findings of this study provide a deeper understanding of the mechanisms through which AR can influence consumer behaviour and decision-making. This knowledge can be used by businesses and marketers to design and implement AR in a way that effectively enhances the customer experience and increases engagement. The study also highlights the need for further research to explore the moderating effect of various consumer traits and situational contexts on the outcomes of AR experiences.

Keywords: AR; augmented reality; consumer behaviour; decision-making; information processing style; word-of-mouth; purchase intention. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=143324 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijnvor:v:31:y:2024:i:3:p:191-223

Access Statistics for this article

More articles in International Journal of Networking and Virtual Organisations from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().