6,521
Views
5
CrossRef citations to date
0
Altmetric
Article

Consumer behavior with augmented reality in retail: a review and research agenda

ORCID Icon, &
Pages 299-329 | Received 28 Apr 2020, Accepted 08 Mar 2021, Published online: 29 Mar 2021

References

  • Belk, R. W. 1988. “Possessions and the Extended Self.” Journal of Consumer Research 15 (2): 139–168. doi:10.1086/209154.
  • Belk, R. W. 2013. “Extended Self in a Digital World.” Journal of Consumer Research 40 (3): 477–500. doi:10.1086/671052.
  • Boell, S. K., and D. Cecez-Kecmanovic. 2015. “On Being ‘Systematic’ in Literature Reviews in IS.” Journal of Information Technology 30 (2): 161–173. doi:10.1057/jit.2014.26.
  • *Brito, P. Q., J. Stoyanova, and A. Coelho. 2018. “Augmented Reality versus Conventional Interface: Is There Any Difference in Effectiveness?” Multimedia Tools and Applications 77 (6): 7487–7516. doi:10.1007/s11042-017-4658-1.
  • *Brengman, M., K. Willems, and H. Van Kerrebroeck. 2018. “Can’t Touch This: The Impact of Augmented Reality versus Touch and Non-Touch Interfaces on Perceived Ownership.” Virtual Reality 23: 269–280. doi:10.1007/s10055-018-0335-6
  • *Bonnin, G. 2020. “The Roles of Perceived Risk, Attractiveness of the Online Store and Familiarity with AR in the Influence of AR on Patronage Intention.” Journal of Retailing and Consumer Services 52: 101938. 2019.101938. doi:10.1016/j.jretconser.2019.101938.
  • Bonetti, F., G. Warnaby, and L. Quinn. 2018. “Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda.” In: Jung T., tom Dieck M. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. 119–132. doi:10.1007/978-3-319-64027-3_9
  • Breitsohl, J., H. Roschk, and C. Feyertag. 2018. “Consumer Brand Bullying Behaviour in Online Communities of Service Firms.” In: Bruhn M., Hadwich K. (eds) Service Business Development. Springer Gabler, Wiesbaden. 289–312. doi:10.1007/978-3-658-22424-0_13
  • Burnkrant, R. E., and H. R. Unnava. 1995. “Effects of Self-Referencing on Persuasion.” Journal of Consumer Research 22 (1): 17–26. doi:10.1086/209432
  • Caboni, F., and J. Hagberg. 2019. “Augmented Reality in Retailing: A Review of Features, Applications and Value.” International Journal of Retail and Distribution Management 47 (11): 1125–1140. doi:10.1108/IJRDM-12-2018-0263.
  • *Dacko, S. G. 2017. “Enabling Smart Retail Settings via Mobile Augmented Reality Shopping Apps.” Technological Forecasting and Social Change 124: 243–256. doi:10.1016/j.techfore.2016.09.032.
  • *Carrozzi, A., M. Chylinski, J. Heller, T. Hilken, D. I. Keeling, and K. De Ruyter. 2019. “What’s Mine Is a Hologram? How Shared Augmented Reality Augments Psychological Ownership.” Journal of Interactive Marketing 48: 71–88. Elsevier Inc. doi:10.1016/j.intmar.2019.05.004
  • Cohen, D. 2020.„Dior Lets Snapchatters Virtually Try On Its New B27 Sneaker„, AdWeek. Accessed 08/02/2021. https://www.adweek.com/media/dior-lets-snapchatters-virtually-try-on-its-new-b27-sneaker/
  • *Baek, T. H., C. Y. Yoo, and S. Yoon. 2018. “Augment Yourself through Virtual Mirror: The Impact of Self-Viewing and Narcissism on Consumer Responses.” International Journal of Advertising 37 (3): 421–439. doi:10.1080/02650487.2016.1244887
  • *Beck, M., and D. Crié. 2018. “I Virtually Try It … I Want It ! Virtual Fitting Room: A Tool to Increase on-Line and off-Line Exploratory Behavior, Patronage and Purchase Intentions.” Journal of Retailing and Consumer Services 40: 279–286. doi:10.1016/j.jretconser.2016.08.006
  • Cook A.V., L. Ohri, L. Kusumoto, C. Reynolds, and E. Schwertzel. 2020. „Augmented shopping: The quiet revolution„. Deloitte Insight. Accessed 08/02/2021. https://www2.deloitte.com/us/en/insights/topics/emerging-technologies/augmented-shopping-3d-technology-retail.html.
  • Darley, W. K., C. Blankson, and D. J. Luethge. 2010. “Toward an Integrated Framework for Online Consumer Behavior and Decision Making Process: A Review.” Psychology and Marketing 27 (2): 94–116. doi:10.1002/mar.20322.
  • Davis, F. D. 1989. “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology.” MIS Quarterly 13 (3): 319–340. doi:10.2307/249008.
  • *Fan, X., Z. Chai, N. Deng, and X. Dong. 2020. “Adoption of Augmented Reality in Online Retailing and Consumers’ Product Attitude: A Cognitive Perspective.” Journal of Retailing and Consumer Services 53: 101986. Elsevier Ltd. doi:10.1016/j.jretconser.2019.101986.
  • Flavián, C., S. Ibáñez-Sánchez, and C. Orús. 2018. “The Impact of Virtual, Augmented and Mixed Reality Technologies on the Customer Experience.” Journal of Business Research 100: 1–14. doi:10.1016/j.jbusres.2018.10.050.
  • Grewal, D., S. M. Noble, A. L. Roggeveen, and J. Nordfalt. 2020. “The Future of In-store Technology.” Journal of the Academy of Marketing Science 48 (1): 96–113. doi:10.1007/s11747-019-00697-z.
  • *Hilken, T., K. De Ruyter, M. Chylinski, D. Mahr, and D. I. Keeling. 2017. “Augmenting the Eye of the Beholder: Exploring the Strategic Potential of Augmented Reality to Enhance Online Service Experiences.” Journal of the Academy of Marketing Science 45 (6): 884–905. doi:10.1007/s11747-017-0541-x.
  • *Huang, T.-L. 2018. “Creating a Commercially Compelling Smart Service Encounter.” Service Business 12 (2): 357–377. doi:10.1007/s11628-017-0351-8.
  • Hilken, T., J. Heller, M. Chylinski, D. I. Keeling, D. Mahr, and K. De Ruyter. 2018. “Making Omnichannel an Augmented Reality: The Current and Future State of the Art.” Journal of Research in Interactive Marketing 12 (4): 509–523. doi:10.1108/JRIM-01-2018-0023.
  • *Huang, T.-L. 2019. “Psychological Mechanisms of Brand Love and Information Technology Identity in Virtual Retail Environments.” Journal of Retailing and Consumer Services 47: 251–264. (July 2018). Elsevier Ltd: . doi:10.1016/j.jretconser.2018.11.016 . 2018.11.016. . doi:.
  • *Hilken, T., D. I. Keeling, K. De Ruyter, D. Mahr, and M. Chylinski. 2019. “Seeing Eye to Eye: Social Augmented Reality and Shared Decision Making in the Marketplace.” Journal of the Academy of Marketing Science 48 (2): 143–164. doi:10.1007/s11747-019-00688-0.
  • *Heller, J., M. Chylinski, K. De Ruyter, D. Mahr, and D. I. Keeling. 2019a. “Let Me Imagine that for You: Transforming the Retail Frontline through Augmenting Customer Mental Imagery Ability.” Journal of Retailing 95 (2): 94–114. New York University. doi:10.1016/j.jretai.2019.03.005
  • *Heller, J., M. Chylinski, K. De Ruyter, D. Mahr, and D. I. Keeling. 2019b. “Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing.” Journal of Retailing 95 (4): 219–234. New York University. doi10.1016/j.jretai.2019.10.008.
  • *Hinsch, C., R. Felix, and P. A. Rauschnabel. 2020. “Nostalgia Beats the Wow-Effect: Inspiration, Awe and Meaningful Associations in Augmented Reality Marketing.” Journal of Retailing and Consumer Services 53: 101987. Elsevier Ltd. doi:10.1016/j.jretconser.2019.101987.
  • *Huang, T.-L., and S. Liao. 2015. “A Model of Acceptance of Augmented-Reality Interactive Technology: The Moderating Role of Cognitive Innovativeness.” Electronic Commerce Research 15 (2): 269–295. doi:10.1007/s10660-014-9163-2.
  • *Huang, T.-L., and F. H. Liu. 2014. “Formation of Augmented-Reality Interactive Technology’s Persuasive Effects from the Perspective of Experiential Value.” Internet Research 24 (1): 82–109. doi:10.1108/IntR-07-2012-0133.
  • *Huang, T.-L., S. Mathews, and C. Y. Chou. 2019. “Enhancing Online Rapport Experience via Augmented Reality.” Journal of Services Marketing 33 (7): 851–865. doi:10.1108/JSM-12-2018-0366.
  • *Huang, T.-L., and S.-L. Liao. 2017. “Creating E-Shopping Multisensory Flow Experience through Augmented-Reality Interactive Technology.” Internet Research 27 (2): 449–475. doi:10.1108/IntR-11-2015-0321.
  • Janakiraman, N., H. A. Syrdal, and R. Freling. 2016. “The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-Analytic Review.” Journal of Retailing 92 (2): 226–235. doi:10.1016/j.jretai.2015.11.002
  • Javornik, A. 2016a. “Augmented Reality: Research Agenda for Studying the Impact of Its Media Characteristics on Consumer Behaviour.” Journal of Retailing and Consumer Services 30: 252–261. Elsevier. doi:10.1016/j.jretconser.2016.02.004.
  • *Javornik, A. 2016b. “‘It’s an Illusion, but It Looks Real!’ Consumer Affective, Cognitive and Behavioural Responses to Augmented Reality Applications.” Journal of Marketing Management 32 (9–10): 987–1011. doi:10.1080/0267257X.2016.1174726.
  • Jussila, I., A. Tarkiainen, M. Sarstedt, and J. F. Hair. 2015. “Individual Psychological Ownership: Concepts, Evidence, and Implications for Research in Marketing.” Journal of Marketing Theory and Practice 23 (2): 121–139. doi:10.1080/10696679.2015.1002330.
  • Liao, T. 2019. “Future Directions for Mobile Augmented Reality Research: Understanding Relationships between Augmented Reality Users, Nonusers, Content, Devices, and Industry.” Mobile Media & Communication 7 (1): 131–149. doi:10.1177/2050157918792438.
  • MacInnis, D. J., and V. S. Folkes. 2017. “Humanizing Brands: When Brands Seem to Be like Me, Part of Me, and in a Relationship with Me.” Journal of Consumer Psychology 27 (3): 355–374. Society for Consumer Psychology. doi:10.1016/j.jcps.2016.12.003.
  • MarketsandMarkets. 2019. “Augmented Reality in Retail Market Worth $11.4 Billion by 2025.” Accessed 19.2.2020. https://www.marketsandmarkets.com/PressReleases/augmented-reality-retail.asp
  • Marketing Science Institute, 2018. “Research Priorities 2018-2020.” https://www.msi.org/articles/marketers-top-challenges-2018-2020-research-priorities/.
  • *McLean, G., and A. Wilson. 2019. “Shopping in the Digital World: Examining Customer Engagement through Augmented Reality Mobile Applications.” Computers in Human Behavior 101: 210–224. (July). Elsevier. doi:10.1016/j.chb.2019.07.002.
  • Park, C. W., D. J. Macinnis, J. Priester, A. B. Eisingerich, and D. Iacobucci. 2010. “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers.” Journal of Marketing 74 (6): 1–17. doi:10.1509/jmkg.74.6.1.
  • *Pantano, E., A. Rese, and D. Baier. 2017. “Enhancing the Online Decision-Making Process by Using Augmented Reality: A Two Country Comparison of Youth Markets.” Journal of Retailing and Consumer Services 38: 81–95. doi:10.1016/j.jretconser.2017.05.011.
  • *Park, M., and J. Yoo. 2020. “Effects of Perceived Interactivity of Augmented Reality on Consumer Responses: A Mental Imagery Perspective.” Journal of Retailing and Consumer Services 52: 101912. doi:10.1016/j.jretconser.2019.101912.
  • *Phua, J., and J. (Jay) Kim. 2018. “Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands.” Telematics and Informatics 35 (5): 1524–1533. doi:10.1016/j.tele.2018.03.020.
  • Piroth, P., E. Rüger-Muck, and J. Bruwer. 2020. “Digitalisation in Grocery Retailing in Germany: An Exploratory Study.” The International Review of Retail, Distribution and Consumer Research 1–19. doi:10.1080/09593969.2020.1738260.
  • *Plotkina, D., and H. Saurel. 2019. “Me or Just like Me? the Role of Virtual Try-on and Physical Appearance in Apparel M-Retailing.” Journal of Retailing and Consumer Services 51: 362–377. doi:10.1016/j.jretconser.2019.07.002.
  • Podsakoff, P. M., S. B. Mackenzie, D. G. Bachrach, and N. P. Podsakoff. 2005. “The Influence of Management Journals in the 1980s and 1990s.” Strategic Management Journal 26 (5): 473–488. doi:10.1002/smj.454.
  • *Poncin, I., and M. S. Ben Mimoun. 2014. “The Impact of “E-atmospherics” on Physical Stores.” Journal of Retailing and Consumer Services 21 (5): 851–859. doi:10.1016/j.jretconser.2014.02.013.
  • Porter, M. E., and J. E. Heppelmann. 2017. “Why Every Organization Needs an Augmented Reality Strategy.” Harvard Business Review 95 (6): 46–57.
  • *Poushneh, A., and A. Z. Vasquez-Parraga. 2017. “Discernible Impact of Augmented Reality on Retail customer’s Experience, Satisfaction and Willingness to Buy.” Journal of Retailing and Consumer Services 34: 229–234. doi:10.1016/j.jretconser.2016.10.005.
  • *Poushneh, A. 2018. “Augmented Reality in Retail: A Trade-off between user’s Control of Access to Personal Information and Augmentation Quality.” Journal of Retailing and Consumer Services 41: 169–176. doi:10.1016/j.jretconser.2017.12.010.
  • Power, D. 2019. „Augmented Reality: A Realistic ‘Try-Before-You-Buy’ Visual Experience Drives the Evolution of Brands Like Wayfair„. US chamber of commerce. Accessed 08/02/2021. https://www.uschamber.com/co/good-company/launch-pad/augmented-reality-transforming-wayfair?cid=search
  • *Rauschnabel, P. A., R. Felix, and C. Hinsch. 2019. “Augmented Reality Marketing: How Mobile AR-Apps Can Improve Brands through Inspiration.” Journal of Retailing and Consumer Services 49: 43–53. July 2019. doi:10.1016/j.jretconser.2019.03.004.
  • Reibstein, D. J., G. Day, and J. Wind. 2009. “Guest Editorial: Is Marketing Academia Losing Its Way?” Journal of Marketing 73 (4): 1–3. doi:10.1509/jmkg.73.4.001.
  • *Rese, A., S. Schreiber, and D. Baier. 2014. “Technology Acceptance Modeling of Augmented Reality at the Point of Sale: Can Surveys Be Replaced by an Analysis of Online Reviews?” Journal of Retailing and Consumer Services 21 (5): 869–876. doi:10.1016/j.jretconser.2014.02.011.
  • *Rese, A., D. Baier, A. Geyer-Schulz, and S. Schreiber. 2017. “How Augmented Reality Apps are Accepted by Consumers: A Comparative Analysis Using Scales and Opinions.” Technological Forecasting and Social Change 124: 306–319. doi:10.1016/j.techfore.2016.10.010.
  • Salo, M., T. Olsson, M. Makkonen, A. Hautamäki, and L. Frank. 2013. “Consumer Value of Camera-Based Mobile Interaction with the Real World.” Pervasive and Mobile Computing 9 (2): 258–268. doi:10.1016/j.pmcj.2012.06.001.
  • *Scholz, J., and K. Duffy. 2018. “We are at Home: How Augmented Reality Reshapes Mobile Marketing and Consumer-Brand Relationships.” Journal of Retailing and Consumer Services 44: 11–23. doi:10.1016/j.jretconser.2018.05.004.
  • Scholz, J., and A. N. Smith. 2016. “Augmented Reality: Designing Immersive Experiences That Maximize Consumer Engagement.” Business Horizons 59 (2): 149–161. doi:10.1016/j.bushor.2015.10.003.
  • Semin, G. R., and E. R. Smith. 2013. “Socially Situated Cognition in Perspective.” Social Cognition 31 (2): 125–146. doi:10.1521/soco.2013.31.2.125.
  • *Smink, A. R., S. Sanne Frowijn, E. A. Van, G. Van Noort, and P. C. Neijens. 2019. “Try Online before You Buy: How Does Shopping with Augmented Reality Affect Brand Responses and Personal Data Disclosure.” Electronic Commerce Research and Applications 35: 100854. doi:10.1016/j.elerap.2019.100854.
  • *Song, H. K., E. Baek, and H. J. Choo. 2019. “Try-on Experience with Augmented Reality Comforts Your Decision: Focusing on the Roles of Immersion and Psychological Ownership.” Information Technology and People 33 (4): 1214–1234. doi:10.1108/ITP-02-2019-0092
  • Suh, A., and J. Prophet. 2018. “The State of Immersive Technology Research: A Literature Analysis.” Computers in Human Behavior 86: 77–90. doi:10.1016/j.chb.2018.04.019.
  • *Verhagen, T., C. Vonkeman, F. Feldberg, and P. Verhagen. 2014. “Present It like It Is Here: Creating Local Presence to Improve Online Product Experiences.” Computers in Human Behavior 39: 270–280. doi:10.1016/j.chb.2014.07.036.
  • *Verhagen, T., C. Vonkeman, and W. Van Dolen. 2016. “Making Online Products More Tangible: The Effect of Product Presentation Formats on Product Evaluations.” Cyberpsychology, Behavior, and Social Networking 19 (7): 460–464. doi:10.1089/cyber.2015.0520.
  • *Vonkeman, C., T. Verhagen, and W. Van Dolen. 2017. “Role of Local Presence in Online Impulse Buying.” Information and Management 54 (8): 1038–1048. doi:10.1016/j.im.2017.02.008.
  • *Watson, A., B. Alexander, and L. Salavati. 2018. “The Impact of Experiential Augmented Reality Applications on Fashion Purchase Intention.” International Journal of Retail & Distribution Management 48 (5): 433–451. doi:10.1108/IJRDM-06-2017-0117
  • *Van Esch, P., D. Arli, M. H. Gheshlaghi, V. Andonopoulos, T. Von Der Heidt, and G. Northey. 2019. “Anthropomorphism and Augmented Reality in the Retail Environment.” Journal of Retailing and Consumer Services 49: 35–42. doi:10.1016/j.jretconser.2019.03.002.
  • Webster, J., and R. T. Watson. 2002. “Analyzing the past to Prepare for the Future: Writing a Literature Review.” MIS Quarterly 26 (2): 13–23. doi:10.2307/4132319.
  • *Xu, L., L. Zhang, N. Cui, and Z. Yang. 2019. “How and When AR Technology Affects Product Attitude.” Asia Pacific Journal of Marketing and Logistics 32 (6): 1226–1241. doi:10.1108/APJML-03-2019-0221
  • *Yang, S., J. R. Carlson, and S. Chen. 2020. “How Augmented Reality Affects Advertising Effectiveness: The Mediating Effects of Curiosity and Attention toward the Ad.” Journal of Retailing and Consumer Services 54: 102020. doi:10.1016/j.jretconser.2019.102020
  • Yi, S., and H. Baumgartner. 2011. “Coping with Guilt and Shame in the Impulse Buying Context.” Journal of Economic Psychology 32 (3): 458–467. doi:10.1016/j.joep.2011.03.011.
  • *Yim, M.Y.-C., S.-C. Chu, and P. L. Sauer. 2017. “Is Augmented Reality Technology an Effective Tool for E-Commerce? an Interactivity and Vividness Perspective.” Journal of Interactive Marketing 39: 89–103. doi:10.1016/j.intmar.2017.04.001
  • *Yim, M.Y.-C., and S.Y. Park. 2019. “I Am Not Satisfied with My Body, so I like Augmented Reality (AR).” Journal of Business Research 100: 581–589. doi:10.1016/j.jbusres.2018.10.041
  • Yrjölä, M., M. T. Spence, and H. Saarijärvi. 2018. “Omni-Channel Retailing: Propositions, Examples and Solutions.” The International Review of Retail, Distribution and Consumer Research 28 (3): 259–276. doi:10.1080/09593969.2018.1445657.
  • *Zhao, X., C. Shi, X. You, and C. Zong. 2017. “Analysis of Mental Workload in Online Shopping.” Are Augmented and Virtual Reality Consistent?” Frontiers in Psychology 8: 1–8. doi:10.3389/fpsyg.2017.00071.
  • *Zhang, T., W. Y. C. Wang, L. Cao, and Y. Wang. 2019. “The Role of Virtual Try-on Technology in Online Purchase Decision from Consumers’ Aspect.” Internet Research 29 (3): 529–551. doi:10.1108/IntR-12-2017-0540.
  • Zhang, X., S. Li, and R.R. Burke. 2018. “Modeling the Effects of Dynamic Group Influence on Shopper Zone Choice, Purchase Conversion, and Spending.” Journal of the Academy of Marketing Science 46 (6): 1089–1107. doi:10.1007/s11747-018-0590-9

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.