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Augmented Reality and Virtual Reality pp 119–132Cite as

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

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

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Author information

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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Corresponding author

Correspondence to Francesca Bonetti .

Editor information

Editors and Affiliations

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

    Dr. Timothy Jung

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

    Dr. 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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