Purpose

The paper focuses on extended reality technologies and their potential contribution to the improvement of services. First, it identifies extended reality technologies (AR/VR) as the most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research.

Design/methodology/approach

The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience.

Findings

The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions.

Originality/value

Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.

中文翻译：

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体验式 AR/VR：消费者和服务框架及研究议程

目的

本文重点介绍了扩展现实技术及其对改进服务的潜在贡献。首先，它将扩展现实技术 (AR/VR) 确定为最有希望实现服务体验消费的接口。然后总结了它们的特性并讨论了相同点和不同点。最后，它将这些技术映射到消费者心理体验框架上，以得出未来可能的研究领域。

设计/方法/途径

作者进行了文献回顾并提出了 AR/VR 对体验的贡献的概念框架。

发现

该研究提供了最新的文献综述，包括 AR 和 VR 在消费者和服务体验方面的应用，以及对可能研究方向的建议。

原创性/价值

鉴于之前的贡献采用相同的体验方法，但侧重于不同的技术（例如 AI）或考虑多个界面及其对消费者旅程（主要是交易）的影响，本文旨在更深入地挖掘 AR/VR，同时保留体验观点关于最能服务于 AR/VR 情境化的消费。