Augmented reality applications in online shopping

Authors

DOI:

https://doi.org/10.47909/

Keywords:

augmented reality, online shopping, purchase intention, virtual try-on

Abstract

Introduction: current technological development makes consumers use online shopping to achieve convenience and wider selection of options. Augmented reality is used to improve interactions between companies and their customers. The work was carried out with the objective of characterizing the application of augmented reality in online shopping.
Method: a total of 27 articles in Spanish and English were reviewed, from Science, Springer and Researchgate; using as keywords: augmented reality, online commerce, purchase intention, virtual trial, being more than 50% of the last five years.
Results: the online market emerges as an extension of the in-person market, it lacks personalization and is influenced by factors that determine the risk of the purchase and the intention to purchase. The adaptability of this technology allows it to be used in almost all types of online sales, hardware, fashion and beauty items, real estate, household appliances, automobiles and even food products. It allows visualization of products, analysis of their adaptability, feedback and personalization in the purchase. Well-known brands such as IKEA, Ray Ban, Nike, Converse, Adidas, BM, Audi, Amazon, Gucci, Louis Vuitton and Zara use this modality for online commerce.
Conclusions: augmented reality reduces purchasing time, provides virtual previews of products, and increases and personalizes the offer. It offers the possibility of virtual trials that reduce uncertainty and could favor the purchasing decision.

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References

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Published

2023-11-22

Issue

Section

Research articles

How to Cite

Gonzalez-Argote, D., & Gonzalez-Argote, J. (2023). Augmented reality applications in online shopping. DecisionTech Review, 3. https://doi.org/10.47909/