Consumer Behavior Towards Use of Immersive Technologies in the Retail Sector: A Descriptive Literature Review

DOI: https://doie.org/10.10399/APER.2025653986

Authors:

Ankur Sharma, Dr. Anureet Kaur

Keywords:

Augmented Reality (AR); Virtual Reality (VR); Immersive Technologies; Consumer Behavior; Retail Innovation; Value-Based Adoption Model (VAM); Perceived Value; Digital Shopping; Technology Acceptance; PRISMA Review.

Abstract:

This descriptive literature review explores how immersive technologies—particularly Augmented Reality (AR) and Virtual Reality (VR)—are transforming consumer behavior in the retail sector. As digital shopping preferences evolve, immersive tools are increasingly used to provide interactive, personalized, and emotionally engaging shopping experiences. Drawing on the Value-Based Adoption Model (VAM), the study evaluates how consumers weigh perceived benefits (e.g., enjoyment, usefulness, customization) against perceived sacrifices (e.g., privacy risk, complexity, and cost). Findings highlight that immersive technologies improve decision-making, enhance emotional involvement, and drive brand loyalty. However, adoption is influenced by technological discomfort, demographic differences, and ethical concerns. By applying the PRISMA framework for systematic review, this paper identifies key research gaps and provides a future agenda to better understand immersive retail experiences and guide strategic technology deployment.

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