Consumer behavior in augmented shopping reality. A review, synthesis, and research agenda

The application of augmented reality (AR) is receiving great interest in e-commerce, m-commerce, and brick-and-mortar-retailing. A growing body literature has explored several different facets how consumers react to the upcoming shopping reality. This systematic review summarizes findings 56 empirical papers that analyzed consumers’ experience with AR, acceptance behavioral reactions AR various online offline environments. synthesizes current knowledge critically discusses studies conceptually methodologically. Finally, outlines theoretical basis as well independent, mediating, moderating, dependent variables previous research. Based on this synthesis, paper develops an integrative framework model, which helps derive directives for future research