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Augmented reality in retail: a systematic review of research foci and future research agenda

Ruofei Chen (Department of Materials, The University of Manchester, Manchester, UK)
Patsy Perry (Manchester Fashion Institute, Manchester Metropolitan University, Manchester, UK)
Rosy Boardman (Department of Materials, The University of Manchester, Manchester, UK)
Helen McCormick (Manchester Fashion Institute, Manchester Metropolitan University, Manchester, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 31 August 2021

Issue publication date: 27 April 2022

3444

Abstract

Purpose

This paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.

Design/methodology/approach

Thematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.

Findings

Three major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.

Originality/value

This is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.

Keywords

Citation

Chen, R., Perry, P., Boardman, R. and McCormick, H. (2022), "Augmented reality in retail: a systematic review of research foci and future research agenda", International Journal of Retail & Distribution Management, Vol. 50 No. 4, pp. 498-518. https://doi.org/10.1108/IJRDM-11-2020-0472

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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