A systematic review of the use of augmented reality (AR) and virtual reality (VR) in online retailing: [a dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Computer and Information Sciences (MCIS), 2020] / Jinzao Zhang ; supervisor: Harminder Singh.

While online shopping is popular, the online retail experience has various limitations. For example, customers may receive goods that are different from what they saw online after purchasing the goods. They may also find it difficult to return the goods that they are dissatisfied with. For online re...

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Bibliographic Details
Main Author: Zhang, Jinzao (Author)
Corporate Author: Auckland University of Technology. School of Engineering, Computer and Mathematical Sciences
Format: Ethesis
Language:English
Subjects:
Online Access:Click here to access this resource online
Description
Summary:While online shopping is popular, the online retail experience has various limitations. For example, customers may receive goods that are different from what they saw online after purchasing the goods. They may also find it difficult to return the goods that they are dissatisfied with. For online retailers, homogeneous competition, where many sellers sell the same product, has always been a major issue. Augmented and virtual reality (AR/VR) technology has been widely suggested to improve the online retail experience. This technology can enhance the experience of customers by improving how they interact with retailers, providing the latter with a competitive advantage. However, despite these benefits, AR/VR technology is not widely used by online retailers. This study investigates how AR/VR technology works and its potential impacts on online shopping. Based on the findings from a systematic literature review using thematic analysis, I found that while AR/VR technology offers many benefits to retailers and their customers, various obstacles, especially technical ones, exist to expanding their use. At the same time, the use of AR/VR technology also introduces new risks into the online shopping environment, which need to be managed.
Author supplied keywords: Augmented reality; e-Commerce; Mixed reality; Online retailing; Online shopping; Systematic review; Virtual reality.
Physical Description:1 online resource
Bibliography:Includes bibliographical references.
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