Article: Examining the potential effects of augmented reality on the retail customer experience: a systematic literature analysis Journal: International Journal of Networking and Virtual Organisations (IJNVO) 2024 Vol.31 No.3 pp.191 - 223 Abstract: This study aimed to investigate the impact of Augmented Reality (AR) on consumer behaviour and decision-making. A conceptual framework was developed to understand how AR's unique characteristics and features can create experiential values for users and influence cognitive and affective responses, which in turn impact consumer decision-making and behavioural outcomes. A delve into the literature unveiled that AR boasts two one-of-a-kind traits, interactivity and vividness, which can elevate consumers' enjoyment. Other factors such as body image perception, narcissism, information processing preference, privacy concerns, and situational surroundings were also pinpointed as potential influencers on how consumers process AR experiences. The findings of this study provide a deeper understanding of the mechanisms through which AR can influence consumer behaviour and decision-making. This knowledge can be used by businesses and marketers to design and implement AR in a way that effectively enhances the customer experience and increases engagement. The study also highlights the need for further research to explore the moderating effect of various consumer traits and situational contexts on the outcomes of AR experiences. Inderscience Publishers - linking academia, business and industry through research

Title: Examining the potential effects of augmented reality on the retail customer experience: a systematic literature analysis

Authors: Prashant Kumar Pandey; Praveen Kumar Pandey

Addresses: Department of Management, Fortune Institute of International Business, New Delhi, 110057, India ' School of Commerce and Management, Lingaya's Vidyapeeth, Faridabad, Haryana 121002, India

Abstract: This study aimed to investigate the impact of Augmented Reality (AR) on consumer behaviour and decision-making. A conceptual framework was developed to understand how AR's unique characteristics and features can create experiential values for users and influence cognitive and affective responses, which in turn impact consumer decision-making and behavioural outcomes. A delve into the literature unveiled that AR boasts two one-of-a-kind traits, interactivity and vividness, which can elevate consumers' enjoyment. Other factors such as body image perception, narcissism, information processing preference, privacy concerns, and situational surroundings were also pinpointed as potential influencers on how consumers process AR experiences. The findings of this study provide a deeper understanding of the mechanisms through which AR can influence consumer behaviour and decision-making. This knowledge can be used by businesses and marketers to design and implement AR in a way that effectively enhances the customer experience and increases engagement. The study also highlights the need for further research to explore the moderating effect of various consumer traits and situational contexts on the outcomes of AR experiences.

Keywords: AR; augmented reality; consumer behaviour; decision-making; information processing style; word-of-mouth; purchase intention.

DOI: 10.1504/IJNVO.2024.143324

International Journal of Networking and Virtual Organisations, 2024 Vol.31 No.3, pp.191 - 223

Received: 02 May 2023
Accepted: 13 Apr 2024
Published online: 13 Dec 2024 *

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Title: Examining the potential effects of augmented reality on the retail customer experience: a systematic literature analysis

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