Advertisement

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

  • Francesca BonettiEmail author
  • Gary Warnaby
  • Lee Quinn
Chapter
Part of the Progress in IS book series (PROIS)

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.

Keywords

Augmented reality Virtual reality Retail Literature review Future research 

References

  1. Alshaal, S. E., Michael, S., & Pamporis, A. (2016). Enhancing virtual reality systems with smart wearable devices, mobile data management (MDM). Paper presented at the 17th IEEE International Conference.Google Scholar
  2. Ballantine, P. W. (2005). Effects of interactivity and product information on consumer satisfaction in an online retail setting. International Journal of Retail & Distribution Management, 33(6), 461–471.CrossRefGoogle Scholar
  3. Batiz, G. (2001). Virtual reality. Warehousing Management, 8(5), 31–32.Google Scholar
  4. Brody, A. B., & Gottsman, E. J. (1999). Pocket bargainfinder: A handheld device for augmented commerce. Paper presented at the International Symposium on Handheld and Ubiquitous Computing.Google Scholar
  5. Bulearca, M., & Tamarjan, D. (2010). Augmented reality: A sustainable marketing tool. Global Business and Management Research: An International Journal, 2, 237–252.Google Scholar
  6. Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30(4), 411–432.CrossRefGoogle Scholar
  7. Carmigniani, J., Furht, B., Anisetti, M., Ceravolo, P., Damiani, E., & Ivkovic, M. (2011). Augmented reality technologies, systems and applications. Multimedia Tools and Applications, 51, 341–377.CrossRefGoogle Scholar
  8. Chou, H. J. (2009). The effect of experiential and relationship marketing on customer value: A case study of international American casual dining chains in Taiwan. Social Behaviour and Personality, 37(7), 993–1007.CrossRefGoogle Scholar
  9. Craig, A. B., Sherman, W. R., & Will, J. D. (2009). Developing virtual reality applications: Foundations of effective design. London: Morgan Kaufmann.Google Scholar
  10. Dacko, S. G. (2016). Enabling smart retail settings via mobile augmented reality shopping apps, Technological Forecasting and Social Change. doi: org/10.1016/j.techfore.2016.09.032.
  11. Dad, A. M., Barry, D., & Rehman, A. A. (2016). 3D servicescape model: Atmospheric qualities of virtual reality retailing. International Journal of Advanced Computer Science and Applications, 7(2), 25–38.Google Scholar
  12. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.CrossRefGoogle Scholar
  13. Fuchs, P., Moreau, G. & Guitton, P. (2011). Virtual reality: Concepts and technologies. CRC Press.Google Scholar
  14. Gadalla, E., Keeling, K., & Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29(13–14), 1493–1517.CrossRefGoogle Scholar
  15. Gelbrich, K., & Sattler, B. (2014). Anxiety, crowding, and time pressure in public self-service technology acceptance. Journal of Services Marketing, 28(1), 82–94.CrossRefGoogle Scholar
  16. Gold, L. N. (1993). Virtual Reality Now a Research Reality. Marketing Research., 5(4), 50–51.Google Scholar
  17. Grinspan, I. (2012). Try on sunglasses from the street in bloomingdale’s new display. Retrieved May, 2016, from http://ny.racked.com/2012/4/19/7728253/try-on-sunglasses-from-the-street-in-bloomingdales-interactive-display#4571298.
  18. Howland, D. (2016). The new realities of VR and retail. Retrieved May, 2016, from http://www.retaildive.com/news/the-new-realities-of-vr-and-retail/414482/.
  19. Huang, T.-L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15(2), 269–295.CrossRefGoogle Scholar
  20. Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252–261.CrossRefGoogle Scholar
  21. Jiyeon, K., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45–59.CrossRefGoogle Scholar
  22. Kang, M. J.-Y. (2014). Augmented reality and motion capture apparel e-shopping values and usage intention. International Journal of Clothing Science and Technology, 26(6), 486–499.CrossRefGoogle Scholar
  23. Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45–59.CrossRefGoogle Scholar
  24. Kumari, N., & Bakan, S. (2015). A real time virtual fitting room application. International Engineering Research Journal (IERJ), 1(4), 122–125.Google Scholar
  25. Lee, H.-H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 34(8), 621–644.CrossRefGoogle Scholar
  26. Lee, L., Meyer, T., & Smith, J. S. (2012). Reinventing the customer experience: Technology and the service marketing mix. In J. Kandampully (Ed.), Service management: The new paradigm in retailing (pp. 143–160). New York: Springer.CrossRefGoogle Scholar
  27. Leinfuss, E. (1996). Virtual worlds, real applications. InfoWorld, 18(48), 57–59.Google Scholar
  28. Lohse, L. G., & Spiller, P. (1998). Electronic shopping: How do customer interfaces produce sales on the internet. Communications of the ACM, 41(7), 81–87.CrossRefGoogle Scholar
  29. Lopez, N. (2016). Facebook says VR headsets will look like Ray-Bans in 10 years. Retrieved May, 2015, from http://thenextweb.com/facebook/2016/04/12/facebook-says-will-vr-headsets-size-normal-glasses-next-10-years/#gref.
  30. Magrath, V., & McCormick, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management: An International Journal, 17(1), 115–134.CrossRefGoogle Scholar
  31. Mann, M. K., Liu-Thompkins, Y., Watson, G. S., & Papelis, Y. E. (2015). a multidisciplinary examination of 3d virtual shopping environments: Effects on consumer perceptual and physiological responses, ideas in marketing: Finding the new and polishing the old. (752–755). Springer International Publishing,Google Scholar
  32. McCormick, H., Cartwright, J., Perry, P., Barnes, L., Lynch, S., & Ball, G. (2014). Fashion retailing—past, present and future. Textile Progress, 46(3), 227–321.CrossRefGoogle Scholar
  33. Milnes, H. (2016). VR isn’t scalable’: Bursting the in-store digital tech bubble. Retrieved on May, 2015, from http://digiday.com/brands/retailtech2016-vr-isnt-scalable-bursting-the-in-store-digital-tech-bubble/.
  34. Nesbit, T. (2014). Sephora’s augmented reality mirror adds virtual makeup to customers’ faces. Retrieved May, 2016, from http://www.psfk.com/2014/06/sephora-augmented-reality-mirror-try-on-makeup.html?utm.
  35. Olsson, T., Lagerstam, E., Kärkkäinen, T., & Väänänen, K. (2013). Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Personal and Ubiquitous Computing, 17(2), 287–304.CrossRefGoogle Scholar
  36. Owyang, J. (2010). Disruptive technology—the new reality will be augmented. Customer Relationship Management Magazine, 32(2), 32–33.Google Scholar
  37. Pachoulakis, I., & Kapetanakis, K. (2012). Augmented reality platforms for virtual fitting rooms. The International Journal of Multimedia & Its Applications, 4(4), 35.CrossRefGoogle Scholar
  38. Pantano, E. (2014). Innovation drivers in retail industry. International Journal of Information Management, 34(3), 344–350.CrossRefGoogle Scholar
  39. Pantano, E. (2015). Successful technological integration for competitive advantage in retail settings. IGI Global: US.CrossRefGoogle Scholar
  40. Papagiannidis, S., Pantano, E., See-To, E., & Bourlakis, M. (2013). Modelling the determinants of a simulated experience in a virtual retail store and users’ product purchasing intentions. Journal Of Marketing Management, 29(13–14), 1462–1492.CrossRefGoogle Scholar
  41. Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5–16.CrossRefGoogle Scholar
  42. Podeszwa, M. & Baron, K. (2016). CES: ModiFace updates ar beauty makeover tool. Retrieved January, 2016 from http://blog.decodedfashion.com/stories/ces-modiface-updates-ar-beauty-makeover-tool.
  43. Poncin, I., & Mimoun, M. S. B. (2014). The impact of “e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21(5), 851–859.CrossRefGoogle Scholar
  44. Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 3, 229–234.CrossRefGoogle Scholar
  45. Reitmayr, G. & Drummond, T. (2006). Going out: robust model-based tracking for outdoor augmented reality, Proceedings of the 5th IEEE and ACM International Symposium on Mixed and Augmented Reality.Google Scholar
  46. Sainsbury (1995). Sainsbury’s wins race to develop world’s first virtual reality supermarket. Assembly Automation, 15(4):5–10.Google Scholar
  47. Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149–161.CrossRefGoogle Scholar
  48. Sherman, W. R., & Craig, A. B. (2002). Understanding virtual reality: Interface, application, and design. San Francisco: Elsevier.Google Scholar
  49. Sivaramakrishnan, S., Wan, F., & Tang, Z. (2007). Giving an ‘e-human touch’ to e-tailing: The moderating roles of static information quantity and consumption motive in the effectiveness of an anthropomorphic information agent. Journal of Interactive Marketing, 21(1), 60–75.CrossRefGoogle Scholar
  50. Slater, M., & Wilbur, S. (1997). A framework for immersive virtual environments (FIVE): Speculations on the role of presence in virtual environments. Presence: Teleoperators and virtual environments, 6(6), 603–616.CrossRefGoogle Scholar
  51. Sukaviriya, N., Podlaseck, M., Kjeldsen, R., Levas, A., Pingali, G. & Pinhanez, C. (2003). Augmenting a retail environment using steerable interactive displays, Extended Abstracts on Human Factors in Computing Systems, 978–979.Google Scholar
  52. Summerour, J. (2001). Virtual reality. Progressive Grocer, 80(8), 25–28.Google Scholar
  53. Tabuchi, H. (2015). Tommy Hilfiger introduces virtual reality headsets for shoppers. Retrieved February, 2015, from http://www.nytimes.com/2015/10/21/business/tommy-hilfiger-introduces-virtual-reality-headsets-for-shoppers.html.
  54. Tăbușcă, A. (2014). Augmented reality–need, opportunity or fashion’. Journal of Information Systems & Operations Management, 8(2), 5–10.Google Scholar
  55. Teo, T. S. H., & Pian, Y. (2003). A contingency perspective on Internet adoption and competitive advantage. European Journal of Information Systems, 12(2), 78–92.CrossRefGoogle Scholar
  56. Vrechopoulos, A. P., Keefe, R. M. O., Doukidis, G. I., & Siomkos, G. J. (2004). Virtual store layout: an experimental comparison in the context of grocery retail. Journal of Retailing, 80(1), 13–22.CrossRefGoogle Scholar
  57. Vrechopoulos, A., Apostolou, K., & Koutsiouris, V. (2009). Virtual reality retailing on the web: Emerging consumer behavioural patterns. The International Review of Retail, Distribution and Consumer Research, 19(5), 469–482.CrossRefGoogle Scholar
  58. Whyte, J. (2002). Virtual reality and the built environment. San Francisco: Routledge.Google Scholar
  59. Williamson, M. (1996). Virtual shopping takes stage at retail show. Computing Canada, 22, 20–22.Google Scholar
  60. Woods, A. (2009). Augmented reality: Reality check. Revolution Magazine, 1, 36–39.Google Scholar
  61. Zagel, C. (2016). Service fascination. Germany: Springer Fachmedien Wiesbaden.CrossRefGoogle Scholar
  62. Zugara (2015). The webcam social shopper (WSS). Retrieved April, 2015, from http://zugara.com/virtual-dressing-room-technology/webcam-social-shopper#prettyPhoto[]/3/.

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  1. 1.School of MaterialsThe University of ManchesterManchesterUK
  2. 2.Faculty of Business and LawManchester Metropolitan UniversityManchesterUK

Personalised recommendations