Augmented reality in retail: a systematic review of research foci and future research agenda

Ruofei Chen, Patsy Perry, Rosy Boardman, Helen McCormick

Research output: Contribution to journalReview articlepeer-review

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Purpose: 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 research agenda. Design/methodology/approach: Thematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers. Findings: Three major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable. Originality/value: This is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.

Original languageEnglish
Pages (from-to)498-518
Number of pages21
JournalInternational Journal of Retail & Distribution Management
Issue number4
Early online date31 Aug 2021
Publication statusPublished - 27 Apr 2022


  • Augmented reality
  • Customer experience
  • Retail technology
  • Systematic literature review


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