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Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda

In: Augmented Reality and Virtual Reality

Author

Listed:
  • Francesca Bonetti

    (The University of Manchester)

  • Gary Warnaby

    (Manchester Metropolitan University)

  • Lee Quinn

    (The University of Manchester)

Abstract

Augmented reality (AR) and virtual reality (VR) have emerged as rapidly developing technologies used in both physical and online retailing to enhance the selling environment and shopping experience. However, academic research on, and practical applications of, AR and VR in retail are still fragmented, and this state of affairs is arguably attributable to the interdisciplinary origins of the topic. Undertaking a comparative chronological analysis of AR and VR research and applications in a retail context, this paper synthesises current debates to provide an up-to-date perspective—incorporating issues relating to motives, applications and implementation of AR and VR by retailers, as well as consumer acceptance—and to frame the basis for a future research agenda.

Suggested Citation

  • Francesca Bonetti & Gary Warnaby & Lee Quinn, 2018. "Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda," Progress in IS, in: Timothy Jung & M. Claudia tom Dieck (ed.), Augmented Reality and Virtual Reality, pages 119-132, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-64027-3_9
    DOI: 10.1007/978-3-319-64027-3_9
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