Opportunities and Challenges of Augmented Reality Shopping in Emerging Markets

Chapter
First Online:
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)

Abstract

Augmented reality (AR) is one of the newly emerging technologies that has ability to completely revolutionise the world as we see it and the manner in which the products are sold and purchased. It has a wide range of applications from entertainment and education through to the healthcare sector, architecture and more. The technology began to be used in applications in the 1990s but was first developed in the 1960s. Over the years, especially with the penetration of smartphone devices, AR has seen far higher use in applications. The major advantage of AR is in the field of the shopping experience of online product buyers. In this study, an overview of the field of AR is presented, comprising definitions of AR, a historical overview of AR and the presence of AR in emerging markets and shopping and marketing in emerging markets with the help of AR tools and the applications. This study also discusses the opportunities and the challenges faced by augmented reality in these emerging markets.

Keywords

Augmented reality Virtual reality Emerging markets Shopping 
This is a preview of subscription content, log in to check access

References

  1. Abed, S. S., Dwivedi, Y. K., & Williams, M. D. (2015). Social media as a bridge to E-commerce adoption in SMEs: A systematic literature review. The Marketing Review, 15(1), 39–57.CrossRefGoogle Scholar
  2. Alimamy, S., Deans, K. R., & Gnoth, J. (2017). Augmented reality: Uses and future considerations in marketing. In Leadership, innovation and entrepreneurship as driving forces of the global economy (pp. 705–712). Springer International Publishing, Cham, Switzerland.Google Scholar
  3. Alkhamisi, A., & Monowar, M. (2013). Rise of augmented reality: Current and future application areas. International Journal of Internet and Distributed Systems, 1(04), 25–34.CrossRefGoogle Scholar
  4. Arth, C., & Schmalstieg, D. (2011). Challenges of large-scale augmented reality on smartphones (pp. 1–4). Graz, Austria: Graz University of Technology.Google Scholar
  5. Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34–47.CrossRefGoogle Scholar
  6. Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators and Virtual Environments, 6(4), 355–385.CrossRefGoogle Scholar
  7. Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of technology in enhancing the customer experience. International Journal of Electronic Commerce, 18(4), 97–116.CrossRefGoogle Scholar
  8. Brohm, D., Domurath, N., Glanz-Chanos, V., & Grunert, K. G. (2017). Future trends of augmented reality. In Augmented reality for food marketers and consumers (pp. 1681–1685). Wageningen Academic Publishers, Wageningen, The Netherlands.CrossRefGoogle Scholar
  9. Dwivedi, Y. K., Rana, N. P., Janssen, M., Lal, B., Williams, M. D., & Clement, R. M. (2017). An empirical validation of a unified model of electronic government adoption (UMEGA). Government Information Quarterly, 34(2), 211–230.CrossRefGoogle Scholar
  10. Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2017). Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers. https://doi.org/10.1007/s10796-017-9774-y
  11. Furness III, T. A. (1986). The super cockpit and its human factors challenges. In Proceedings of the Human Factors Society Annual Meeting. Sage CA: Los Angeles, CA: SAGE Publications, 30(1), 48–52.CrossRefGoogle Scholar
  12. Greenwood, K., Morris, R., Smith, V., Jones, A., Pearman, D., & Wykes, T. (2016). Virtual shopping: A viable alternative to direct assessment of real life function? Schizophrenia Research, 172(1), 206–210.CrossRefGoogle Scholar
  13. Guven, S., Oda, O., Podlaseck, M., Stavropoulos, H., Kolluri, S., & Pingali, G. (2009). Social mobile augmented reality for retail. pervasive Computing and Communications, 2009. PerCom 2009. IEEE International Conference on Pervasive Computing and Communications, (pp. 1–3). IEEE. doi: 10.1109/PERCOM.2009.4912803.
  14. Jackson, T., Angermann, F., & Meier, P. (2011). Survey of use cases for mobile augmented reality browsers. In Handbook of augmented reality (pp. 409–431). Springer, New York, NY.CrossRefGoogle Scholar
  15. Klopfer, E., & Sheldon, J. (2010). Augmenting your own reality: Student authoring of science-based augmented reality games. New Directions for Student Leadership, 128, 85–94.Google Scholar
  16. Klopfer, E., & Squire, K. (2008). Environmental detectives—The development of an augmented reality platform for environmental simulations. Educational Technology Research and Development, 56(2), 203–228.CrossRefGoogle Scholar
  17. Koytcheva, M. (2017). Augmented and virtual reality devices to become a $4 billion-plus business in three years. [online]. http://www.ccsinsight.com/press/company-news/2251-augmented-and-virtual-reality-devices-to-become-a-4-billion-plus-business-in-three-years. Accessed 15 June 2017.
  18. Kruijff, E., Swan, J., & Feiner, S. (2010). Perceptual issues in augmented reality revisited. mixed and augmented reality (ISMAR). In 2010 9th IEEE international symposium (pp. 3–12), IEEE, Seoul, Korea.Google Scholar
  19. Kurkovsky, S., Koshy, R., Novak, V., Szul, P. (2012). Current issues in handheld augmented reality. In Communications and information technology (ICCIT), 2012 international conference on (pp. 68–72).Google Scholar
  20. Lau, K. W., Lee, P. Y., & Lau, H. F. (2014). Shopping experience 2.0: An exploration of how consumers are shopping in an immersive virtual reality. Advances in Economics and Business, 2(2), 92–99.Google Scholar
  21. Pachoulakis, I., & Kapetanakis, K. (2012). Augmented reality platforms for virtual fitting rooms. The International Journal of Multimedia & Its Applications, 4(4), 35.CrossRefGoogle Scholar
  22. Pereira, F., Silva, C., & Alves, M. (2011). Virtual fitting room augmented reality techniques for E-commerce. In International conference on ENTERprise information systems (pp. 62–71).Google Scholar
  23. Rana, N. P., Dwivedi, Y. K., Lal, B., Williams, M. D., & Clement, M. (2017). Citizens’ adoption of an electronic government system: Towards a unified view. Information Systems Frontiers, 19(3), 549–568.CrossRefGoogle Scholar
  24. Rana, N. P., Dwivedi, Y. K., Williams, M. D., & Weerakkody, V. (2016). Adoption of online public grievance redressal system in India: Toward developing a unified view. Computers in Human Behavior, 59, 265–282.CrossRefGoogle Scholar
  25. Raska, K., & Richter, T. (2017). Influence of augmented reality on purchase intention: The IKEA case (Master Thesis). Jonkoping University.Google Scholar
  26. Sapientnitro: Virtual reality: Taking an emerging technology mainstream. (2016). [online]. https://www.brandingmag.com/2016/11/16/virtual-reality-taking-an-emerging-technology-mainstream/
  27. Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Kumar, U. (2016). Reformation of public service to meet citizens’ needs as customers: Evaluating SMS as an alternative service delivery channel. Computers in Human Behavior, 61, 255–270.CrossRefGoogle Scholar
  28. Violino, B. (2016). Virtual reality, augmented reality markets poised for growth spurt | ZDNet. [online]. http://www.zdnet.com/article/virtual-and-augmented-reality-systems-poised-for-growth-spurt/. Accessed 15 June 2017.
  29. Virtual reality technology in China: Opportunities and challenges in an emerging market. (2016). eMarketer. [online]. https://www.emarketer.com/Report/Virtual-Reality-Technology-China-Opportunities-Challenges-Emerging-Market/2001843. Accessed 15 June 2017.
  30. Wilson, S. (2017). Augmented and virtual reality devices to become a $4 billion-plus business in three years. CCS Insight. [online]. http://www.ccsinsight.com/press/company-news/2251-augmented-and-virtual-reality-devices-to-become-a-4-billion-plus-business-in-three-years. Accessed 17 June 2017.
  31. Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for E-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89–103.CrossRefGoogle Scholar
  32. Zhang, X., Navab, N., & Liou, S. P. (2000). E-commerce direct marketing using augmented reality. In Multimedia and expo, 2000. ICME 2000. 2000 IEEE international conference, Vol. 1 (pp. 88–91). IEEE, New York, NY, USA.Google Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Management Information SystemsCollege of Business (COB), King Abdulaziz UniversityRabighSaudi Arabia

Personalised recommendations