Abstract
Retail augmented reality is rapidly modernizing by redefining shopping patterns, preferences, and decision-making process. Enhanced real-world product visualization, try-before-you-buy, personalized product recommendations, product information, interactive and guided shopping experiences, marketing, and brand engagement are ways that experience value is created for consumers and retailers. In order to better understand how AR-induced experiential values affect value creation and decision-making in the retail sector, this paper will review the relevant literature. This study analyses literature through a systematic review approach using PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) by reviewing 162 articles. This review identifies the need for consumers to have a value-in-use experience when using augmented reality (AR) and integrates a new conceptual framework that depicts the pathways leading to value creation for retailers and consumers in retail contexts throughout their shopping journey. Additionally, it makes recommendations for future research directions in areas of consumer perception and behavior with AR value creation and multifaceted values of augmented experience.
Keywords: Augmented Reality (AR), Decision making, Experiential value, Retailing, Value creation.