Consumer Behavior in Augmented Reality. Research Landscape and Future Research

Katrin E. Schein ()
Additional contact information
Katrin E. Schein: Reutlingen University

Chapter Kapitel 9 in Customer Centricity, 2024, pp 127-136 from Springer

Abstract: Abstract Augmented Reality (AR) integrates virtual content into consumers’ perceptions of the real world. By creating an immersive and engaging experience for customers, AR has received increased attention in marketing research and practice and becomes even more relevant due to the current Metaverse trend. However, to unlock the full potential of consumer AR, among others in the context of customer centricity, knowledge of AR experiences needs to be enhanced. This article addresses this issue by contrasting different definitions of AR from various research streams, comparing AR to other exciting media formats and depicting its unique possibilities. Further, an overview of the challenges on consumer behavior in AR that need to be addressed is provided—as AR is a fundamentally different concept from what is found in other media formats, new variables and challenges arise.

Keywords: Customer Centricity; Consumer Behavior; Augmented Reality; Metaverse (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:sprchp:978-3-658-42173-1_9

Ordering information: This item can be ordered from
http://www.springer.com/9783658421731

DOI: 10.1007/978-3-658-42173-1_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().