A2 Review article, Literature review, Systematic review
Consumer behavior with augmented reality in retail : a review and research agenda (2021)

Lavoye, V., Mero, J., & Tarkiainen, A. (2021). Consumer behavior with augmented reality in retail : a review and research agenda. International Review of Retail, Distribution and Consumer Research, 31(3), 299-329. https://doi.org/10.1080/09593969.2021.1901765

JYU authors or editors

Publication details

All authors or editors: Lavoye, Virginie; Mero, Joel; Tarkiainen, Anssi

Journal or series: International Review of Retail, Distribution and Consumer Research

ISSN: 0959-3969

eISSN: 1466-4402

Publication year: 2021

Publication date: 29/03/2021

Volume: 31

Issue number: 3

Pages range: 299-329

Publisher: Routledge

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1080/09593969.2021.1901765

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/74898


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 negative effects of AR usage. The contribution is a systematic literature review and a conceptual framework covering the most important consumer behaviors with AR and their brand-related, transactional, and technology-related outcomes. In addition, this paper adopts a holistic view to propose future research directions and emphasize the need for more research on social augmented reality.

Keywords: retail trade; electronic commerce; augmented reality; personifying; introduction (implementation); consumer behaviour; literature surveys; systematic reviews

Free keywords: augmented reality; retail experience; self; decision-making

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2021

JUFO rating: 1

Last updated on 2022-20-09 at 13:04