0000000000261177
AUTHOR
Anssi Tarkiainen
Consumer behavior with augmented reality in retail: a review and research agenda
Driven by the rapid technological development and adoption of augmented reality (AR) in retail, academic research has grown rapidly. Our purpose is to understand the reasons why consumers use augmented reality in retail and what outcomes retailers can expect. This study presents a systematic literature review and summarizes the current empirical knowledge on consumer behavior with AR in retail. This topic remains scattered between various literature streams showing that the potential of AR to create value for consumers lays in its ability to generate utilitarian and hedonic value, to improve decision-making, and to enhance personalization of the virtual self. Then, this study warns about ne…
The emperor’s new clothes : self-explorative engagement in virtual try-on service experiences positively impacts brand outcomes
Purpose Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known about the antecedent and outcomes of the personalized self-explorative experience central to VTOs. This paper aims to fill this knowledge gap. Design/methodology/approach An online quasi-experiment (N = 500) was conducted in the context of fashion and beauty VTOs. Participants were asked to virtually try on sunglasses or lipsticks and subsequently…