Systematic literature review of the impact of augmented reality on consumer behavior: Perspectives for digital marketing
DOI:
https://doi.org/10.24215/23143738e170Keywords:
augmented reality, consumer behaviour, purchase intentionAbstract
This article investigates Augmented Reality (AR) and its impact on consumer behavior. Augmented Reality is a relatively new technology applied to the field of digital marketing. Its relevance is highlighted in the retail industry context due to the enrichment it generates in the shopping experience, which increases customer satisfaction and brand engagement. Through a literature review, this study examines consumers’ reception of this innovative technology and its influence on purchase intention. The methodology followed the PRISMA guidelines, covering the terms consumer behaviour and augmented reality in the Scopus database, within the field of Business, Management, and Accounting. This search of 47 documents underscores the importance of Augmented Reality in decision-making, with distinctions made regarding gender and various factors that have a positive effect on consumer behavior. Furthermore, it is identified that in retail, particularly in the fashion industry, the use of Augmented Reality in the near future will be a crucial strategic marketing tool to differentiate and innovate in a competitive market. This paper provides stakeholders and marketing managers with valuable insights into the competitive advantage that Augmented Reality offers for enhancing the user experience, which can be applied to business practices.
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