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Cited by 68Augmented Reality ApplicationsConsumer Retail Behavior StudiesTechnology Adoption and User Behaviour

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

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Hoffmann, Stefan, Mai, Robert·2022·Frontiers in Virtual Reality
DOI 10.3389/frvir.2022.961236
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Abstract

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

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  • Price premium judgements depend on more than need satisfaction alone.

    “implying that price premium judgements depend on more than need satisfaction alone”

    From Seeing Is Believing, Experiencing Is Deciding: How Augmented Reality Attributes Drive Confidence in Choice and Willingness to Pay (2026) · cites this paper as Hoffmann and Mai 2022

    The Consumer models section mentions a price-value trade-off as a moderator of augmented reality’s effectiveness, and the integrative framework discusses benefits and costs in decisions about using the technology (pages unavailable). Neither passage addresses price-premium judgments or their relationship to need satisfaction; searches for those terms and willingness to pay found no passage that does. (LLM, conf=0.70)

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Cited by

Sorted by citations

Authors
Hoffmann, S., & Mai, R.
Affiliations
  • Christian-Albrechts-Universität zu Kiel (DE)
  • Grenoble Ecole de Management (FR)
Corresponding author
Hoffmann, Stefan
ORCID
Venue
Frontiers in Virtual Reality
Publisher
Frontiers Media SA
Published
2022-10-14
Volume
3
ISSN
2673-4192 (ISSN-L)
DOI
10.3389/frvir.2022.961236
OpenAlex
W4306156479
Cited by
68
References
12
Citations by year
2026: 23 · 2025: 18 · 2024: 25 · 2023: 2
FWCI
3.55
Type
journal article
Language
en
Open access
Licence
Locations
  • Frontiers in Virtual Reality (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
  • Multimedialen Archiv und Publikationsserver der Christian-Albrechts-Universität zu Kiel (Christian-Albrechts-Universität zu Kiel) (submittedVersion, cc-by)
Funders
Deutsche Forschungsgemeinschaft
Topics
  • Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Augmented Reality Applications
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Keywords
augmented reality, consumer behavior, e-commerce, mobile commerce, retail trade, technology acceptance, behavioral responses, integrative framework, research agenda

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