Title: Augmented reality in retailing: a systematic review with bibliometric analysis

Authors: Zhao Du; Jun Liu; Fang Wang

Addresses: Business School of Sport, Beijing Sport University, No. 48, XinXi Road, Haidian District, Beijing, China ' Business School of Sport, Beijing Sport University, No. 48, XinXi Road, Haidian District, Beijing, China ' Lazaridis School of Business and Economics, Wilfrid Laurier University, 75 University Avenue West, Waterloo, Ontario, N2L 3C5, Canada

Abstract: The emergence and proliferation of augmented reality (AR) technology in retailing has revolutionised consumer shopping and service experience. A body of research on AR in business applications, particularly for retailing, is quickly developing. This research shed light on the current status of the scholarly works on AR in retailing by conducting a systematic literature review using bibliometric analysis and thematic analysis. Specifically, this research examines 51 peer-reviewed journal articles using bibliometric analysis. It provides a detailed view of the literature, including research trends, publication venues, and authorships. Moreover, it classifies and reviews three major themes and summarises the articles in each theme. Finally, this research identifies and discusses the possible directions for future research.

Keywords: augmented reality; retailing; systematic review; bibliometric analysis; adoption; purchase intention; product presentation; customer experience; design feature; brand attitude; market intelligence.

DOI: 10.1504/IJNVO.2022.126001

International Journal of Networking and Virtual Organisations, 2022 Vol.27 No.1, pp.84 - 102

Received: 31 Oct 2021
Received in revised form: 05 May 2022
Accepted: 27 Jul 2022
Published online: 05 Oct 2022 *

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