Examining the Potential Effects of Augmented Reality on the Retail Customer Experience: a Systematic Literature Analysis

This study aimed to investigate the impact of Augmented Reality (AR) on consumer behaviour and decision-making. A conceptual framework was developed to understand how AR's unique characteristics and features can create experiential values for users and influence cognitive and affective responses, which in turn impact consumer decision-making and behavioural outcomes. A delve into the literature unveiled that AR boasts two one-of-a-kind traits, interactivity and vividness, which can elevate consumers' enjoyment. Other factors such as body image perception, narcissism, information processing preference, privacy concerns, and situational surroundings were also pinpointed as potential influencers on how consumers process AR experiences. The findings of this study provide a deeper understanding of the mechanisms through which AR can influence consumer behaviour and decision-making. This knowledge can be used by businesses and marketers to design and implement AR in a way that effectively enhances the customer experience and increases engagement. The study also highlights the need for further research to explore the moderating effect of various consumer traits and situational contexts on the outcomes of AR experiences.