Online Shopping in Augmented Reality: Systematic Literature Review of Consumer Behavior

Abstract

The application of Augmented Reality (AR) technology in online shopping is becoming increasingly widespread, drawing significant attention from the academic community. This study aims to systematically review the literature on AR in online shopping based on the PRISMA framework, with a total of 83 articles included in the review process. The study confirms that AR technology primarily enhances the user experience by improving product visualization, hedonic value, and decision confidence. The research also found that AR characteristics, functional factors, and hedonic factors are the main driving forces, while purchase intention and continuance usage intention are identified as key behavioral outcomes. The Technology Acceptance Model (TAM), Stimulus-Organism-Response (S-O-R) theory, and Flow theory were identified as the most commonly used theoretical frameworks. In conclusion, AR technology not only creates a pleasurable shopping experience for consumers but also brings unique business value to retailers. Therefore, future research is recommended to focus more on the long-term effects of AR usage, cross-cultural differences, and a more comprehensive explanation of AR consumer behavior by integrating multiple theoretical perspectives.