移动增强现实购物应用APP与智能零售外文文献 Enabling smart retail settings via mobile augmented reality shopping apps.pdfVIP

Technological Forecasting Social Change 124 (2017) 243–256 Contents lists available at ScienceDirect Technological Forecasting Social Change Enabling smart retail settings via mobile augmented reality shopping apps Scott G. Dacko University of Warwick – Warwick Business School, Coventry CV4 7AL, United Kingdom a r t i c l e i n f o a b s t r a c t Article history: Retail settings are being challenged to become smarter and provide greater value to both consumers and retailers. Received 28 February 2016 An increasingly recognised approach having potential for enabling smart retail is mobile augmented reality Received in revised form 29 September 2016 (MAR) apps. In this research, we seek to describe and discover how, why and to what extent MAR apps contribute Accepted 30 September 2016 to smart retail settings by creating additional value to customers as well as benefiting retailers. In particular, by Available online 14 October 2016 adopting a retail customer experience perspective on value creation, analysing the content of MAR shopping apps currently available, and conducting large-scale surveys on United States smartphone users representing Keywords: Smart retailing early technology adopters, we assess level of use, experiential benefits offered, and retail consequences. Our Mobile augmented reality findings suggest that take-up is set to go mainstream as user satisfaction is relatively high and their use provides Experientia