ABSTRACT

Driven by the rapid technological development and adoption of augmented reality (AR) in retail, academic research has grown rapidly. Our purpose is to understand the reasons why consumers use augmented reality in retail and what outcomes retailers can expect. This study presents a systematic literature review and summarizes the current empirical knowledge on consumer behavior with AR in retail. This topic remains scattered between various literature streams showing that the potential of AR to create value for consumers lays in its ability to generate utilitarian and hedonic value, to improve decision-making, and to enhance personalization of the virtual self. Then, this study warns about negative effects of AR usage. The contribution is a systematic literature review and a conceptual framework covering the most important consumer behaviors with AR and their brand-related, transactional, and technology-related outcomes. In addition, this paper adopts a holistic view to propose future research directions and emphasize the need for more research on social augmented reality.

摘要

在快速的技术发展和零售中采用增强现实（AR）的推动下，学术研究迅速发展。我们的目的是了解消费者在零售中使用增强现实的原因以及零售商可以期望的结果。这项研究提供了系统的文献综述，并总结了有关零售中AR的消费者行为的当前经验知识。这个话题仍然散布在各种文献流之间，表明AR为消费者创造价值的潜力在于其产生功利和享乐价值，改善决策和增强虚拟自我个性化的能力。然后，这项研究警告了AR使用的负面影响。所做的贡献是系统的文献综述和概念框架，涵盖了最重要的消费者行为与AR及其与品牌，交易和技术相关的结果。此外，本文采用整体观点来提出未来的研究方向，并强调有必要对社会增强现实进行更多的研究。