Purpose Augmented reality (AR) has received massive attention in online retail. Therefore,
the paper aims to review the state-of-the-art literature on AR in online retailing, by identifying …

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 with a high autotelic need for touch tend to experience deprivation because they
cannot touch products while shopping online. Augmented reality (AR) in retail allows …

Drawing on cognitive appraisal theory as a theoretical foundation, this research examines
the sequential effects of time convenience and (anticipated) emotions on consumer …

Augmented reality (AR) merges virtual elements with our physical context. Although there is
evidence in marketing that AR may be superior to alternative formats, there is a lack of work …

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 …

This systematic review of the literature focuses on the use of AR and its impacts in the
marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an …

Decision-making processes and decision support systems (DSS) have been improved by a
variety of methods originated from several scientific fields, such as information science and …

With the development of emerging digital technologies such as Augmented Reality and
Artificial Intelligence, Augmented Reality (AR) technology‐enabled experience marketing …

Augmented reality (AR) in e-commerce helps consumers to envision products in their
respective surroundings, so fosters customer experience. Our online experiment with 302 …