Human-Computer Interaction in Physical Retail Environments and the Impact on Customer Experience: Systematic Literature Review and Research Agenda

Obermeier, Gabriele; Auinger, Andreas

doi:10.1007/978-3-030-22335-9_4

Cited by 6 publications

(3 citation statements)

References 48 publications

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“…For the real-time interactive augmented reality system, the accuracy and execution efficiency of marker recognition are the most important factors affecting the customers’ experience [ 38 , 39 ]. The final output videos are inconsistent if the application is of a poor efficiency, for this reason the customers’ experience is poor.…”

Section: System Evaluation and Testmentioning

confidence: 99%

ARIAS: An AR-based interactive advertising system

Wang,

Xie

2023

PLoS ONE

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In this paper, we present an interactive advertising system based on augmented reality(AR) called ARIAS, which is manipulated with gestures for displaying advertising videos. Two-dimensional markers are defined in the system. The system captures the frame data through the camera in real time, uses OpenCV library to identify the predefined markers, and calculates the pose of markers captured by the camera. With OpenGL library, a virtual cubic model is created at the position of the marker, and thus videos or images are displayed on the six faces of the cube. The virtual cube, together with the original frame data collected by the camera, is displayed in the interactive window to achieve the augmented reality effect. Customers are accessible to various advertising content by observing the marker from different positions. The system, meanwhile, supports gesture operation in order to make the customers pay attention to the content they are interested in with one hand. The MediaPipe Hand framework is used to extract the landmarks of hands, based on which, a series of gestures are designed for interactive operation. The efficiency and accuracy of the system are tested and analyzed with the result, indicating that the system has high reliability and good interactiveness. This system is open at https://github.com/wanzhuxie/ARIAS/tree/PLOS-ONE.

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Section: System Evaluation and Testmentioning

confidence: 99%

ARIAS: An AR-based interactive advertising system

Wang,

Xie

2023

PLoS ONE

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“…Few field studies about SSTs in physical retail environments have been conducted in the past decade [33]. Numerous researchers use the well-known TAM as the theoretical basis on technology acceptance of decision support technologies [13,34].…”

Section: Self-service Technologies In Retail Environmentsmentioning

confidence: 99%

The Effect of Queuing Technology on Customer Experience in Physical Retail Environments

Obermeier¹,

Zimmermann²,

Auinger³

2020

HCI in Business, Government and Organizations

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Queuing systems manage the order of customers waiting for their service encounter fairly and equitably and influence the perception of their experience in a physical retail store. In this field study, we investigate a self-service and a human-operated queuing system, both offering additional features, designed to offer a higher level of personalization and convenience for the customer's waiting time. Our study shows that advanced queuing technologies in stores, with generally low customer frequency and short waiting times, show no statistically significant effect on a customer's perception of the overall customer experience, satisfaction or intention to repurchase. However, customers were satisfied with the technologies and evaluated their queuing experience as effortless, easy and quick, which shows general support for those technologies. Beyond the statistical analysis, our mixed-method approach contributes to a broad understanding of advanced queuing technology for practitioners, retailers and developers of such systems.

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“…In fact, retailers need to know how they can strategically use these technologies to maximize consumer experience and shopping performance (Roy et al ., 2017; Rahman et al ., 2023). In fact, Obermeier and Auinger's (2019) systematic literature review shows that researchers have not yet examined novel retail technologies in a non-food store field experiment.…”

Section: Introductionmentioning

confidence: 99%

The impact of AI-powered technologies on aesthetic, cognitive and affective experience dimensions: a connected store experiment

El Abed,

Castro-Lopez

2023

APJML

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PurposeDigitalization is revolutionizing the retail sector as today's consumers prefer a seamlessly integrated, fluid and irritation-free shopping experience enhanced with artificial intelligence (AI)-powered technologies. Literature highlights gaps in the understanding of the shopping experience in an omnichannel context, involving aesthetic, cognitive and affective experience dimensions. This research highlights the direct effects and the mechanism triggered in the presence of such device.Design/methodology/approachA sample of 259 consumers was interviewed at the point of sale. Data have been collected after a shopping experience in two concept stores belonging to the same fashion brand: (1) not equipped with AI-powered technology and (2) equipped with these tools. The measurement scales were validated through ANCOVA analysis and causal relationship analysis with structural equation modeling.FindingsThe results show that the presence of an in-store AI-powered technologies in a connected store generates a higher aesthetic reaction when visiting the store, a higher absorption when shopping through the flow and a higher intent to purchase. The authors further investigate the underlying mechanism triggered by the presence of this technology, which enables the authors to outline their consequences regarding purchase intention.Originality/valueThe study, conducted within an actual connected store in France, explores the impact of AI technology in connected retail environments on consumer responses. It is an early research in this field, shedding light on a rarely explored area. The authors’ research addresses a significant gap, providing insights into AI-driven retail experiences.

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Human-Computer Interaction in Physical Retail Environments and the Impact on Customer Experience: Systematic Literature Review and Research Agenda

Cited by 6 publications

References 48 publications

ARIAS: An AR-based interactive advertising system

ARIAS: An AR-based interactive advertising system

The Effect of Queuing Technology on Customer Experience in Physical Retail Environments

The impact of AI-powered technologies on aesthetic, cognitive and affective experience dimensions: a connected store experiment

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