10 papers analyzed
These studies suggest that augmented and virtual reality technologies significantly transform retail and consumer experiences by enhancing satisfaction, purchase intentions, and brand attitudes, while also improving cognitive fluency and reducing cognitive load.
Virtual Reality (VR) and Augmented Reality (AR) technologies are revolutionizing the retail sector by transforming consumer experiences and enhancing the shopping journey. These technologies offer immersive and interactive experiences that can significantly influence consumer behavior, satisfaction, and purchase intentions.
Enhanced User Experience and Satisfaction:
Impact on Purchase Intentions:
Cognitive and Emotional Engagement:
Cross-Cultural and Demographic Variations:
Anthropomorphism and Brand Perception:
Strategic Implementation and Future Implications:
AR and VR technologies are transforming retail and consumer experiences by enhancing user satisfaction, purchase intentions, and brand attitudes. AR is particularly effective in improving product-focused mental imagery and reducing cognitive load, while VR excels in creating immersive brand experiences. The strategic combination of these technologies can significantly enhance the shopping journey, making it crucial for retailers to integrate them thoughtfully into their marketing strategies.
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