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

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Book cover Augmented Reality and Virtual Reality

Part of the book series: Progress in IS ((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.

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Authors and Affiliations

  1. School of Materials, The University of Manchester, Manchester, UK

    Francesca Bonetti & Lee Quinn

  2. Faculty of Business and Law, Manchester Metropolitan University, Manchester, UK

    Gary Warnaby

Authors
  1. Francesca Bonetti
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  2. Gary Warnaby
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  3. Lee Quinn
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Correspondence to Francesca Bonetti .

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Editors and Affiliations

  1. Faculty of Business and Law, Manchester Metropolitan University, Manchester, United Kingdom

    Timothy Jung

  2. Faculty of Business and Law, Manchester Metropolitan University, Manchester, United Kingdom

    M. Claudia tom Dieck

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Bonetti, F., Warnaby, G., Quinn, L. (2018). Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda. In: Jung, T., tom Dieck, M. (eds) Augmented Reality and Virtual Reality. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-64027-3_9

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