The Application of Virtual Reality Technology: A Meta-Ethnography Systematic Literature Review in Experiential Marketing with Customers in the Retail Business
คำสำคัญ:
Virtual Reality, Augmented Reality, Retail Business, Customer Experience, Experiential Marketingบทคัดย่อ
The purpose of this systematic literature review is to explore the application of virtual reality (VR) technology to enhance customer experiences in retail businesses. The study covers research from 2022 to 2024, gathered from online databases such as EBSCO, Emerald, and ScienceDirect, resulting in a total of 37 relevant articles. The research was conducted using the Seven-Step Model of Meta-Ethnography to present definitions, importance, benefits, research objectives, categorization, concepts, theories, and research methods related to VR, augmented reality (AR), and mixed reality (MR) technologies. Additionally, the study discusses the use of these technologies in retail businesses and marketing communications, as well as research findings and recommendations for retail businesses. This literature review helps to understand the impact of virtual reality technology on consumer behavior and purchasing decisions, as well as future research trends and gaps.
เอกสารอ้างอิง
Amura, H. (2000). Real-time interaction in mixed reality space: Entertaining real and virtual worlds. In Proc. Imagina (Vol. 2000).
Arghashi, V. (2022). Shopping with augmented reality: How wow-effect changes the equations!. Electronic Commerce Research and Applications, 54, 101166. https://doi.org/10.1016/j.elerap.2022.101166
Billewar, S. R., Jadhav, K., Sriram, V. P., Arun, D. A., Mohd Abdul, S., Gulati, K., & Bhasin, D. N. K. K. (2022). The rise of 3D E-Commerce: the online shopping gets real with virtual reality and augmented reality during COVID-19. World Journal of Engineering, 19(2), 244-253. https://doi.org/10.1108/WJE-06-2021-0338
Bhavadharini, B., Monica, V., Anbarasan, R., & Mahendran, R. (2023). Virtual, augmented, and mixed reality as a versatile tool in food consumer behavior evaluation: Recent advances in aroma, taste, and texture incorporation. Comprehensive Reviews in Food Science and Food Safety, 22(6), 4925-4956. https://doi.org/10.1111/1541-4337.13248
Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality in physical and online retailing: A review, synthesis and research agenda. Augmented reality and virtual reality: Empowering human, place and business, 119-132.
Branca, G., Resciniti, R., & Loureiro, S. M. C. (2023). Virtual is so real! Consumers’ evaluation of product packaging in virtual reality. Psychology & Marketing, 40(3), 596-609. https://doi.org/10.1002/mar.21743
Bratu, S., & Sabău, R. I. (2022). Digital Commerce in the Immersive Metaverse Environment: Cognitive Analytics Management, Real-Time Purchasing Data, and Seamless Connected Shopping Experiences. Linguistic & Philosophical Investigations, 21, 170-186. https://doi.org/10.22381/lpi21202211
Butt, A., Ahmad, H., Ali, F., Muzaffar, A., & Shafique, M. N. (2023). Engaging the customer with augmented reality and employee services to enhance equity and loyalty. International Journal of Retail & Distribution Management, 51(5), 629-652. https://doi.org/10.1108/IJRDM-04-2021-0165
Carvalho, B., Soares, M. M., Neves, A., Soares, G., & Lins, A. (2016). Virtual Reality devices applied to digital games: a literature review. Ergonomics in Design, 125-141.
Chekembayeva, G., Garaus, M., & Schmidt, O. (2023). The role of time convenience and (anticipated) emotions in AR mobile retailing application adoption. Journal of Retailing and Consumer Services, 72, 103260. https://doi.org/10.1016/j.jretconser.2023.103260
Chen, R., Perry, P., Boardman, R., & McCormick, H. (2022). Augmented reality in retail: a systematic review of research foci and future research agenda. International Journal of Retail & Distribution Management, 50(4), 498-518. https://doi.org/10.1108/IJRDM-11-2020-0472
Daassi, M., & Debbabi, S. (2021). Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism. Information & Management, 58(4), 103453. https://doi.org/10.1016/j.im.2021.103453
de Amorim, I. P., Guerreiro, J., Eloy, S., & Loureiro, S. M. C. (2022). How augmented reality media richness influences consumer behaviour. International Journal of Consumer Studies, 46(6), 2351-2376. https://doi.org/10.1111/ijcs.12790
Dehghani, M., Lee, S. H. M., & Mashatan, A. (2020). Touching holograms with windows mixed reality: Renovating the consumer retailing services. Technology in Society, 63, 101394. https://doi.org/10.1016/j.techsoc.2020.101394
Dehghani, M., Acikgoz, F., Mashatan, A., & Lee, S. H. (2022). A holistic analysis towards understanding consumer perceptions of virtual reality devices in the post-adoption phase. Behaviour & Information Technology, 41(7), 1453–1471. https://doi.org/10.1080/0144929X.2021.1876767
Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., Felix, R., Filieri, R., Flavián, C., Gustafsson, A., Hinsch, C., Hollensen, S., Jain, V., Kim, J., Krishen, A. S., & Lartey, J. O. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. https://doi.org/10.1002/mar.21767
Efendioğlu, İ. H. (2023). The Effect of Information about Metaverse on the Consumer’s Purchase Intention. Journal of Global Business & Technology, 19(1), 63-77.
Gil-López, C., Guixeres, J., Moghaddasi, M., Khatri, J., Marín-Morales, J., & Alcañiz, M. (2023). Recognizing shopper demographics from behavioral responses in a virtual reality store. Virtual Reality, 27(3), 1937-1966. https://doi.org/10.1007/s10055-023-00767-2
Guo, Y.-M., Ng, W.-L., Hao, F., Zhang, C., Liu, S.-X., & Aman, A. M. (2023). Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships. Sustainability (2071-1050), 15(18), 14026. https://doi.org/10.3390/su151814026
Habil, S. G. M., El-Deeb, S., & El-Bassiouny, N. (2024). The metaverse era: leveraging augmented reality in the creation of novel customer experience. Management & Sustainability: An Arab Review, 3(1), 1-15. https://doi.org/10.1108/MSAR-10-2022-0051
Han, S.-L., Kim, J., & An, M. (2023). The Role of VR Shopping in Digitalization of SCM for Sustainable Management: Application of SOR Model and Experience Economy. Sustainability (2071-1050), 15(2), 1277. https://doi.org/10.3390/su15021277
Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., & Mahr, D. (2022). How to strategically choose or combine augmented and virtual reality for improved online experiential retailing. Psychology & Marketing, 39(3), 495-507. https://doi.org/10.1002/mar.21600
Hopkins, E. (2022). Virtual Commerce in a Decentralized Blockchain-based Metaverse: Immersive Technologies, Computer Vision Algorithms, and Retail Business Analytics. Linguistic & Philosophical Investigations, 21, 203-218. https://doi.org/10.22381/lpi21202213
infographicthailand. (2015). VR marketing strategy: The new era marketing in virtual reality with examples of successful brands. https://infographicthailand.com/vr-marketing-strategy/
Jain, S., Obermeier, G., Auinger, A., Werth, D., & Kiss, G. (2023). Design Principles of a Mixed-Reality Shopping Assistant System in Omnichannel Retail. Applied Sciences (2076-3417), 13(3), 1384. https://doi.org/10.3390/app13031384
Jung, T. (2019). Augmented reality and virtual reality. The power of AR and VR for business. Springer Nature Switzerland AG.
Kablitz, D., Conrad, M., & Schumann, S. (2023). Immersive VR-based instruction in vocational schools: effects on domain-specific knowledge and wellbeing of retail trainees. Empirical Research in Vocational Education & Training, 15(1), 1-17. https://doi.org/10.1186/s40461-023-00148-8
Kaufmann, H., & Schmalstieg, D. (2003). Mathematics and geometry education with collaborative augmented reality. Computers & Graphics, 27(3), 339-345.
Kevin, K. L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-190.
Kim, J. H., Kim, M., Park, M., & Yoo, J. (2023). Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR). Telematics and Informatics, 77, 101937. https://doi.org/10.1016/j.tele.2022.101937
Kang, J. Y. M., Kim, J. E., Lee, J. Y., & Lin, S. H. (2023). How mobile augmented reality digitally transforms the retail sector: examining trust in augmented reality apps and online/offline store patronage intention. Journal of Fashion Marketing and Management: An International Journal, 27(1), 161-181. https://doi.org/10.1108/JFMM-12-2020-0273
Kaya, D., Kutluca, T., & Dağhan, G. (2023). Transforming Education with Augmented Reality, Metaverse and Virtual Reality Technologies in the 21st Century. Hacettepe University Journal of Education, 38(4), 470-498. https://doi.org/10.16986/HUJE.2023.503
Kitchenham, B., & Charters, S. (2007). Guidelines for performing systematic literature reviews in software engineering version 2.3. Engineering, 45(4ve), 1051.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0—Moving from Traditional to Digital. Hoboken, NJ: John Wiley and Sons.
Kumar, H. (2022). Augmented reality in online retailing: a systematic review and research agenda. International Journal of Retail & Distribution Management, 50(4), 537-559. https://doi.org/10.1108/IJRDM-06-2021-0287
Kwortnik, R. J., & Ross, W. T. (2007). The Role of Positive Emotions in Experiential Decisions. International Journal of Research in Marketing, 24(4), 324-335.
Lee, K. (2012). Augmented reality in education and training. TechTrends, 56, 13-21.
Lim, W. M., Jasim, K. M., & Das, M. (2024). Augmented and virtual reality in hotels: Impact on tourist satisfaction and intention to stay and return. International Journal of Hospitality Management, 116, 103631.
Lin, K. Y., & Huang, T. K. (2024). Shopping in the digital world: How augmented reality mobile applications trigger customer engagement. Technology in Society, 102540. https://doi.org/10.1016/j.techsoc.2024.102540
Mesjar, L., Cross, K., Jiang, Y., & Steed, J. (2023). The Intersection of Fashion, Immersive Technology, and Sustainability: A Literature Review. Sustainability (2071-1050), 15(4), 3761. https://doi.org/10.3390/su15043761
Morotti, E., Stacchio, L., Donatiello, L., Roccetti, M., Tarabelli, J., & Marfia, G. (2022). Exploiting fashion x-commerce through the empowerment of voice in the fashion virtual reality arena: Integrating voice assistant and virtual reality technologies for fashion communication. Virtual Reality, 26(3), 871-884. https://doi.org/10.1007/s10055-021-00602-6
Mostaghel, R., Oghazi, P., Parida, V., & Sohrabpour, V. (2022). Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends. Journal of Business Research, 146, 134-145. https://doi.org/10.1016/j.jbusres.2022.03. 072
Noblit, G. W., & Hare, R. D. (1988). Meta-ethnography: Synthesizing qualitative studies (Vol. 11). sage.
Nor’a, M. N. A., Ismail, A. W., & Aladin, M. Y. F. (2024). Interactive augmented reality pop-up book with natural gesture interaction for handheld. In Encyclopedia of Computer Graphics and Games (pp. 984-993). Springer International Publishing.
Onyesolu, M. O., & Eze, F. U. (2011). Understanding virtual reality technology: advances and applications. Advances in Computer Science and Engineering, 1, 53-70.
Onyesolu, M. O., Ezeani, I., & Okonkwo, O. R. (2012). A survey of some virtual reality tools and resources. Virtual reality and environments, 21, 42.
Park, K. B., Choi, S. H., & Lee, J. Y. (2024). Self-training based augmented reality for robust 3D object registration and task assistance. Expert Systems with Applications, 238, 122331.
Pfeifer, P., Hilken, T., Heller, J., Alimamy, S., & Di Palma, R. (2023). More than meets the eye: In-store retail experiences with augmented reality smart glasses. Computers in Human Behavior, 146, 107816. https://doi.org/10.1016/j.chb.2023.107816
Plotkina, D., Dinsmore, J., & Racat, M. (2022). Improving service brand personality with augmented reality marketing. Journal of Services Marketing, 37(6), 781-799. https://doi.org/10.1108/JSM-12-2020-0519
Prodan, S. G., & Egresi, I. (2023). Virtual Reality in Destination Marketing: The Why, the Who and the When. Studia Universitatis Babes-Bolyai, Geographia, 68(2), 95-138. https://doi.org/10.24193/subbgeogr.2023.2.06
Radoičić, J., Vujović, S., & Vujović, T. (2022). The Influence of Augmented Reality on Online User Experiences. TEME: Casopis Za Društvene Nauke, 46(3), 733-752. https://doi.org/10.22190/TEME210611039R
Rokhsaritalemi, S., Sadeghi-Niaraki, A., & Choi, S. M. (2020). A review on mixed reality: Current trends, challenges and prospects. Applied Sciences, 10(2), 637.
Romano, B., Sands, S., & Pallant, J. I. (2022). Virtual shopping: segmenting consumer attitudes towards augmented reality as a shopping tool. International Journal of Retail & Distribution Management, 50(10), 1221-1237. https://doi.org/10.1108/IJRDM-10-2021-0493
Rogers, D. L., & Schmitt, B. H. (2008). Handbook on Brand and Experience Management. Edward Elgar.
Schmitt, B. H. (1999). Experiential marketing. Free Press.
Sharma, P., Ueno, A., Dennis, C., & Turan, C. P. (2023). Emerging digital technologies and consumer decision-making in retail sector: Towards an integrative conceptual framework. Computers in Human Behavior, 148, 107913. https://doi.org/10.1016/j.chb.2023.107913
Serravalle, F., Vanheems, R., & Viassone, M. (2023). Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses. Journal of Retailing and Consumer Services, 72, 103279.
https://doi.org/10.1016/j.jretconser.2023.103279
STEPS ACADEMY. (2020). Augmented reality: A technology worth watching even in challenging times. https://stepstraining.co/social/facebook-ar-technology-for-shopping.
Sung, E. C., Bae, S., Han, D. I. D., & Kwon, O. (2021). Consumer engagement via interactive artificial intelligence and mixed reality. International journal of information management, 60, 102382. https://doi.org/10.1016/j.ijinfomgt.2021.102382
Tang, Y. M., Lau, Y., & Ho, U. L. (2023). Empowering Digital Marketing with Interactive Virtual Reality (IVR) in Interior Design: Effects on Customer Satisfaction and Behaviour Intention. Journal of Theoretical & Applied Electronic Commerce Research, 18(2), 889–907. https://doi.org/10.3390/jtaer18020046
Toreini, P., & Jahromi, S. M. (2023). Exploring the Usage of Mixed Reality Dashboards in Business Intelligence and Analytics. Proceedings of the European Conference on Information Systems (ECIS), 1-10.
Tu, J.-C., & Jia, X.-H. (2024). A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode. Sustainability (2071-1050), 16(5), 2040. https://doi.org/10.3390/su16052040
Vaidyanathan, N., & Henningsson, S. (2023). Designing augmented reality services for enhanced customer experiences in retail. Journal of Service Management, 34(1), 78-99. https://doi.org/10.1108/JOSM-01-2022-0004
Van Krevelen, D. W. F., & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International journal of virtual reality, 9(2), 1-20.
Voicu, M.-C., Sîrghi, N., & Toth, D. M.-M. (2023). Consumers’ Experience and Satisfaction Using Augmented Reality Apps in E-Shopping: New Empirical Evidence. Applied Sciences (2076-3417), 13(17), 9596. https://doi.org/10.3390/app13179596
Webster, A., Feiner, S., MacIntyre, B., Massie, W., & Krueger, T. (1996, June). Augmented reality in architectural construction, inspection and renovation. In Proc. ASCE Third Congress on Computing in Civil Engineering, 1, 996.
Webster, J., & Watson, R. T. (2002). Analyzing the past to prepare for the future: Writing a literature review. MIS quarterly, 26, 13-23.
Xu, L., Zhao, S., Chen, Q., Cui, N., & He, J. (2023). When historically cultural and creative products meet AR: the effect of augmented reality–based product display on consumers’ product evaluation. Nankai Business Review International, 14(1), 161-176. https://doi.org/10.1108/NBRI-06-2022-0070
Zeng, J.-Y., Xing, Y., & Jin, C.-H. (2023). The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships. Sustainability (2071-1050), 15(9), 7278. https://doi.org/10.3390/su15097278
Zimmermann, R., Mora, D., Cirqueira, D., Helfert, M., Bezbradica, M., Werth, D., ... & Auinger, A. (2023). Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence. Journal of Research in Interactive Marketing, 17(2), 273-298. https://doi.org/10.1108/JRIM-09-2021-0237
ดาวน์โหลด
เผยแพร่แล้ว
ฉบับ
ประเภทบทความ
สัญญาอนุญาต
ลิขสิทธิ์ (c) 2025 วารสารนิเทศศาสตร์ มสธ.
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
