...Jyoti Rani; Saumya Singh; Harish Kumar Purpose Retail technologies are transforming the ways customers interact with products or services. The purpose of the study is to investigate the role of augmented reality (AR) in fostering inclusivity for customers within retail environments. Design...

...Weihan Liang; Jiyao Xun; Les Dolega Purpose Although augmented reality (AR) and mixed reality (MR) are increasingly used to enhance in-store retail experiences, their distinct effects on shopper decision-making remain underexplored. Drawing on flow theory and the technology acceptance model (TAM...

...Anuj Verma; Debarun Chakraborty; Meenakshi Verma; Paul W. Ballantine; Ravi Kumar Jain Purpose Augmented reality ( AR ) is a technology that boosts or augments real-time experiences by incorporating digital information into live objects. Retailers’ application of AR has taken the entire world...

...) Augmented reality Emotion Perceived value Customer experience Virtual social presence Customer engagement Millennials The retail landscape is witnessing the use of interactive technologies, such as mobile technology, augmented reality (AR) (Petit et al., 2022 ; Hollebeek et al...

...Aniket Sengupta; Lanlan Cao Purpose This study investigates the role of an augmented reality (AR)-based tool in customers' shopping processes. Design/methodology/approach Using the stimulus-organism-response (SOR) and consumer decision-making models, this study builds a comprehensive...

...Federica Caboni; Lucia Pizzichini Purpose Augmented reality (AR) technology currently plays a central role in the retail sector, rapidly changing consumers’ behaviours and retailers’ strategies. The purpose of this paper is to identify the behavioural changes that have occurred due...

...Harish Kumar; Ritu Srivastava Purpose This study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial presence mediate the link between AR and online impulse behaviour. Design...

...Beatrice Romano; Sean Sands; Jason Ian Pallant Purpose Increasingly, retailers are adopting technologies such as augmented reality (AR) as tools to enhance the customer experience. However, little is known about consumers' differing attitudes towards AR. The aim of this study is to explore how...

...Harish Kumar Harish Kumar can be contacted at: fpm19harish_k@mdi.ac.in 27 06 2021 08 07 2021 06 08 2021 10 08 2021 11 08 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Augmented reality (AR) has...

... Emerald Publishing Limited Licensed re-use rights only This paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future...

...Maria Jose Castillo S; Enrique Bigne Purpose This paper proposes a model that extends the technology acceptance model (TAM) by identifying factors that influence consumers' acceptance of augmented reality (AR) self-service technologies (AR-based SSTs) in the retail sector, resulting...

... with a 2 (product label: organic vs local) × 2 (message framing: high vs low construal level) × 2 (presentation technology: digital signage vs augmented reality) between-subjects factorial design. The study was conducted in two grocery stores of different sizes using milk as a test product. Purchase data...

...Krishna Teja Perannagari; Somnath Chakrabarti Purpose The purpose of this paper is to examine the impact of augmented reality (AR) on retailing by conducting thematic analysis on variables studied in the existing literature. Design/methodology/approach The data set includes 232 variables...

...Federica Caboni; Johan Hagberg Augmented reality (AR) is one of several digital technologies that could be considered useful in developing the new concept of retail stores where traditional and digital store elements co-exist. Along with other interactive technologies, such as virtual reality...

...Anna Watson; Bethan Alexander; Leyla Salavati Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic...