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
    Country/TerritoryUnited Kingdom


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


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