Augmented Reality and Virtual Reality in Physical and Online Retailing: A Review, Synthesis and Research Agenda

Francesca Bonetti, Gary Warnaby, Lee Quinn

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Augmented reality (AR) and virtual reality (VR) have emerged as rapidly developing technologies used in both physical and online retailing to enhance the selling environment and shopping experience. However, academic research on, and practical applications of, AR and VR in retail are still fragmented, and this state of affairs is arguably attributable to the interdisciplinary origins of the topic. Undertaking a comparative chronological analysis of AR and VR research and applications in a retail context, this paper synthesises current debates to provide an up-to-date perspective—incorporating issues relating to motives, applications and implementation of AR and VR by retailers, as well as consumer acceptance—and to frame the basis for a future research agenda.
Original languageEnglish
Title of host publicationAugmented Reality and Virtual Reality
Subtitle of host publicationEmpowering Human, Place and Business
EditorsTim Jung, Mandy tom Dieck
Place of PublicationSwitzerland
PublisherSpringer-Verlag London Ltd
Number of pages14
ISBN (Electronic)978-3-319-64027-3
ISBN (Print)978-3-319-64026-6
Publication statusPublished - 2018
EventInternational AR & VR Conference: Empowering Human, Place and Business through AR & VR - Manchester Metropolitan University, Manchester, United Kingdom
Duration: 23 Feb 201724 Feb 2017


ConferenceInternational AR & VR Conference
CountryUnited Kingdom


  • Augmented reality
  • Future research
  • Literature review
  • Retail
  • Virtual reality

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