Augmented reality and its impact on retail industry: a literature review / Yanjia XU / 2021

Titre : Augmented reality and its impact on retail industry: a literature review Type de document : Mémoire Auteurs : Yanjia XU, Auteur Année de publication : 2021 Importance : 34 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management INNOVATION ; MARKETING EXPERIENTIEL ; TECHNOLOGIE ; COMMERCE DE DETAIL Résumé : Augmented reality (AR) has been developed for decades and has been used in various industries and markets, including the retail industry. By overlaying virtual elements in the real world, AR provides users, which for the retail industry are usually customers, with a totally different experience interacting with the world. Nowadays, the retail industry is experiencing transformation, especially in the current pandemic situation, where customers’ shopping behaviors are changing unexpectedly. Therefore, it is crucial and urgent to study the impact of AR on the retail industry as the technology can create both opportunities and challenges for the industry. This paper investigates the value and effect of AR for retailing by reviewing the studies of the past ten years. By analyzing research methods and content, this paper summarizes the research backgrounds and orientations of the current studies. It proposes valuable directions for future research of AR in the context of the retail industry. Programme : MSc Global Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=536789