Current State of Mixed Reality Technology for Digital Retail: A Literature Review

Jain, Shubham; Werth, Dirk

doi:10.1007/978-3-030-22335-9_2

Cited by 14 publications

(13 citation statements)

References 52 publications

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“…Knowledge of consumer acceptance of MR is crucial for the success of new technology in the marketplace (Jain and Werth, 2019). Many theories have been used in technology adoption research, with the technology acceptance model (TAM) being the most widely used.…”

Section: Consumer Technology Acceptance Modelmentioning

confidence: 99%

“…Technological innovation has become essential to help retailers create competitive tools with several advantages for product presentation (Jaekel, 2016;Inman and Nikolova, 2017). Among these new emerging technologies, augmented reality (AR) has become popular in retail, introducing relevant changes in the way consumers make choices and consume products and brands (Jain and Werth, 2019;Dehghani et al, 2020;Libai et al, 2020). AR differs in its ability to provide a highly interactive and vivid experience with the real world by superimposing virtual objects on the natural environment of the viewer (Yim et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

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Is mixed reality technology an effective tool for retail? A vividness and interaction perspective

Gil‐Lopez

Guixeres

Marín‐Morales

et al. 2023

Front. Virtual Real.

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There is increasing interest in studies analyzing the influence of technologies that integrate virtual and real-world components on consumer behavior. These technologies include augmented reality, virtual reality and mixed reality. Mixed reality is a user environment in which physical reality and digital content are combined in a way that enables interaction with and among real-world and virtual objects. In spite of previous works related with MR and retails spaces, little is known about how consumers respond to MR features and which elements of the MR-based experience, such as vividness and novelty, impact behavior. In this study, we have explored the relative advantage of mixed reality in retail shopping practices over a traditional-based purchase. Implicit reactions of shoppers when interacting with products with and without MR glasses were compared. The results reveal that participants wearing MR glasses exhibited different patterns of interaction (i.e., frequency and interaction with product duration) that differed from those indicated by participants who did not wear the MR technology. At the level of purchase decision, our results show that the use of MR smart glasses has an impact on decision times that relates to a utilitarian purchase type. Based on participants’ explicit answers to questionnaires, the reported findings further show that the perceived hedonic and utilitarian values of the purchase experience were higher when MR was used, which also affected future purchase intentions and perceived emotional state as reported by consumers’ experience and satisfaction in the context of retail.

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Section: Consumer Technology Acceptance Modelmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Is mixed reality technology an effective tool for retail? A vividness and interaction perspective

Gil‐Lopez

Guixeres

Marín‐Morales

et al. 2023

Front. Virtual Real.

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show abstract

“…Although the present literature brings out a lot of different advantages of MR, and several application designs towards retail [15], more research is required towards the understanding of user's perception towards the technology. This is the targeted research gap, which also builds upon the research framework mentioned in [16]. Towards this, we firstly use DSR to design an omnichannel retail shopping assistant system using 'optical see-through mixed reality' and Microsoft (MS) HoloLens and Microsoft HoloLens 2 as two different hardware archetypes.…”

Section: Introductionmentioning

confidence: 99%

Omnichannel Retail Customer Experience with Mixed-Reality Shopping Assistant Systems

Jain

Schweiss

Bender

et al. 2021

Advances in Visual Computing

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Mixed reality has been identified as one of the technologies that can be deployed in omnichannel retail to improve the customer shopping experience. The article presents a mixed reality based digital shopping assistant which aims to provide retail customers with a holistic shopping experience. Design science research methodology is used to develop this physical artifact that comprises of assisting elements: product information, reviews, recommendations and a buy button. A study was conducted with two different head-mounted displays (Microsoft HoloLens and HoloLens 2) where 29 participants evaluated the proposed physical artifact and brings out the relationship between shopping experience constructs that constitutes a modern omnichannel retail customer experience. Results show a positive attitude of customers towards the technology. Differences between the two-head mounted displays were observed in terms of perceived privacy issues. Technology adoption, enjoyment and security beliefs of the customers are observed to have a significant effect on the user’s intention to use the technology. The results also reveal that a customer’s perceived convenience, perceived service quality, attitude towards the retailer and the word of mouth are affected significantly by their intention to use the technology. These results, along with qualitative comments from the participants are used to extract research, development and deployment implications for future iterations of shopping assistant systems based on mixed reality.

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“…On the other hand, MR integrates the features of both techniques, in a way that 'real world and virtual world objects are presented together within a single display' (Milgram and Kishino, 1994, p.3), while users can interact with both real and virtual elements (Figure 1). Supported by the revolutionary technological progress, XR techniques are pushing the boundaries of human-tech interaction nowadays (Jain and Werth, 2019;Kwintiana and Roller, 2019)…”

Section: Introductionmentioning

confidence: 99%

Mitigating Design Fixation With Evolving Extended Reality Technology: An Emerging Opportunity

Georgiev

Casakin

2020

Proc. Des. Soc.: Des. Conf.

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Design fixation refers to the designers’ inability to avoid becoming stuck with preexisting ideas in order to generate new ones. With the recent fast advancements and developments, XR has emerged as a powerful promising technology that can shed new light on this issue. Consequently, this paper aims at: (1) investigating the underlying mechanisms of design fixation as reported in literature; (2) exploring the state-of-art in the use of XR technology in design; and (3) identifying ways to mitigate design fixation by employing XR technology.

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Current State of Mixed Reality Technology for Digital Retail: A Literature Review

Cited by 14 publications

References 52 publications

Is mixed reality technology an effective tool for retail? A vividness and interaction perspective

Is mixed reality technology an effective tool for retail? A vividness and interaction perspective

Omnichannel Retail Customer Experience with Mixed-Reality Shopping Assistant Systems

Mitigating Design Fixation With Evolving Extended Reality Technology: An Emerging Opportunity

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