Anupama Ambika, Hyunju Shin, Varsha Jain

Immersive technologies and consumer behavior: A systematic review of two decades of research

  • General Business, Management and Accounting
Save to CiteDrive Show PDF

Immersive technologies, including augmented reality (AR), virtual reality (VR), mixed reality (MR), and three-dimensional (3D) views, are digitally expanding consumers’ reality, enabling never-before-seen experiences. As these technologies transform from a quirky novelty into a ubiquitous utility for consumers, we analyze the advances of the past two decades of research that elaborate on the influence of immersive technologies on consumer behavior. While the past reviews in this area have focused on a limited number of immersive technologies or their application in a sole industry, we holistically analyze and compare the influence of AR, VR, MR, and 3D on consumer behavior across various sectors. We adopt an integrated TCM (Theories, Contexts, and Methods)-ADO (Antecedents, Decisions, and Outcomes) framework to systematically review 129 studies from high-quality academic journals. The findings from this analysis present implications for future research, theory, and practice. JEL Classification: M31 Marketing

Need a simple solution for managing your BibTeX entries? Explore CiteDrive!

  • Web-based, modern reference management
  • Collaborate and share with fellow researchers
  • Integration with Overleaf
  • Comprehensive BibTeX/BibLaTeX support
  • Save articles and websites directly from your browser
  • Search for new articles from a database of tens of millions of references
Try out CiteDrive

More from our Archive