{"title":"Immersive technologies and consumer behavior: A systematic review of two decades of research","authors":"Anupama Ambika, H. Shin, Varsha Jain","doi":"10.1177/03128962231181429","DOIUrl":null,"url":null,"abstract":"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. M31 Marketing","PeriodicalId":47209,"journal":{"name":"Australian Journal of Management","volume":null,"pages":null},"PeriodicalIF":2.0000,"publicationDate":"2023-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Australian Journal of Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/03128962231181429","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 1
Abstract
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. M31 Marketing
期刊介绍：
The objectives of the Australian Journal of Management are to encourage and publish research in the field of management. The terms management and research are both broadly defined. The former includes the management of firms, groups, industries, regulatory bodies, government, and other institutions. The latter encompasses both discipline- and problem-based research. Consistent with the policy, the Australian Journal of Management publishes research in accounting, applied economics, finance, industrial relations, political science, psychology, statistics, and other disciplines, provided the application is to management, as well as research in areas such as marketing, corporate strategy, operations management, organisation development, decision analysis, and other problem-focuses paradigms.
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