What is the The impact of augmented reality on retail and shopping experiences. ?

Augmented Reality (AR) is transforming the retail and shopping experience by enhancing user interaction with products and influencing consumer behavior. This technology is becoming increasingly important in the context of experiential retail and smart retail settings.

Key insights from the research papers include:

AR significantly improves the retail user experience (UX), affecting product quality perception, user satisfaction, and willingness to buy, with UX being a composite of pragmatic, aesthetic, and hedonic qualities.
Anthropomorphism in AR can positively influence consumer experiences and attitudes towards brands, suggesting that AR features that mimic human-like characteristics can enhance customer relationships.
AR is more effective than Virtual Reality (VR) in stimulating purchase intentions due to its support for fluent product-focused mental imagery, while VR is better suited for improving brand attitudes through context-focused mental imagery.
The attributes of AR applications can lead to positive customer benefit perception, engagement, and behavioral outcomes, with customization of AR enhancing these effects.
AR characteristics such as environmental embedding and simulated physical control can reduce cognitive load, increase cognitive fluency, and improve online consumers' product attitudes, with product type moderating these effects.
AR technologies can support online purchase decisions by improving information quality, interactivity, and response time, with cultural differences influencing the motivation to use AR.
Perceived interactivity of AR, such as controllability and playfulness, can enhance mental imagery, which in turn positively affects attitudes toward products and behavioral intentions.
Experiential AR applications can increase purchase intention through a positive affective response, with hedonic shopping motivation moderating this relationship.
Mobile AR (MAR) apps contribute to smart retail by providing experiential benefits and retail advantages, with high user satisfaction and potential changes in consumer behavior.
Perceptions of AR quality, including information and visual quality, influence perceived diagnosticity and consumer satisfaction, which in turn affect loyalty in mobile commerce.

In conclusion, AR is a powerful tool in the retail sector, enhancing the shopping experience by improving user satisfaction, engagement, and purchase intentions. It offers retailers a way to create more interactive and personalized experiences for consumers, which can lead to increased loyalty and sales. The technology's ability to reduce cognitive load and enhance mental imagery makes it particularly effective in online retail settings. Customization and quality of AR content are critical factors for its success, and cultural considerations must be taken into account when implementing AR solutions in different markets.

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What is the The impact of augmented reality on retail and shopping experiences. ?

Summary

Sources and full results

Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy

Augmented reality significantly shapes retail user experience, influencing satisfaction and willingness to buy, with four key characteristics: pragmatic quality, aesthetic quality, hedonic quality by stimulation, and hedonic quality by identification.

Anthropomorphism and augmented reality in the retail environment

Anthropomorphism influences consumers' experiences and attitudes towards brands using augmented reality in retail, suggesting that managers can leverage this technology to build effective customer relationships.

How to strategically choose or combine augmented and virtual reality for improved online experiential retailing

AR is more effective in stimulating purchase intentions than VR, and when combined, can improve both purchase intentions and brand attitudes, but only when deployed in the order AR then VR.

Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps

Augmented reality in smart retailing positively impacts customer benefits perception, engagement, and willingness to pay price premiums, with customisation playing a moderating role.

Adoption of augmented reality in online retailing and consumers’ product attitude: A cognitive perspective

Augmented reality in online retailing reduces cognitive load, enhances cognitive fluency, and improves consumers' product attitudes, with product type moderating the impact of these features.

Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets

Augmented reality systems can enhance online purchase decisions for young consumers, with similarities and dissimilarities across Italy and Germany.

Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective

Perceived interactivity in augmented reality shopping influences mental imagery, which in turn influences consumers' attitudes and behavioral intentions in mobile shopping contexts.

The impact of experiential augmented reality applications on fashion purchase intention

Experiential augmented reality applications positively impact fashion purchase intention, with hedonic shopping motivation moderating this relationship.

Enabling smart retail settings via mobile augmented reality shopping apps

Mobile augmented reality apps contribute to smart retail settings by providing experiential benefits and advantages for both customers and retailers, with high user satisfaction and potential for mainstream adoption.

The Effects of Perceived Quality of Augmented Reality in Mobile Commerce - An Application of the Information Systems Success Model

Perceived quality of augmented reality in mobile commerce positively influences diagnosticity, satisfaction, and loyalty, ultimately leading to increased adoption and loyalty for retailers.

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