UNDERSTANDING THE EVOLUTION OF AUGMENTED REALITY AND VIRTUAL REALITY IN ONLINE RETAILING: A BIBLIOMETRIC ANALYSIS
Ms. Nikita, Ashish Saihjpal, Rachita Sambyal · 2023
Augmented Reality (AR) and Virtual Reality (VR) are cutting-edge technologies that have acquired traction in a different industries, including online retailing. In retailing, these technologies have enhanced the shopping experience by integrating virtual elements like augumentation, media enrichment into the real world, allowing customers to visualize products in their own environments and engage them with a more immersive, interactive, and spatial enhanced experiences. By enhancing customer interactions, they have reshaped the way retailers operate and interact with customers. Thus, providing retailers a competitive edge. Experiencing the growing trend of AR/VR in online retailing, the objective of the study is to examine the AR and VR research in online retail including its antecedents, motivations, outcomes, theoretical foundations and moderating factors. The study undertook bibliometric analysis of 201 articles from Scopus database. The data was analysed using different techniques like keyword analysis, content analysis, co-citation analysis and co-occurrence analysis and thematic analysis. The study identified top top authors, countries, institutions etc. working on the AR & VR in retail. The thematic analysis identified two major themes from the literature relating to AR & VR. In the end the study proposed a research framework for future.