VR/AR Application in E-commerce: A Literature Review

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Virtual Reality (VR) or Augmented Reality (AR) offers practitioners unprecedented opportunities to boom their businesses, such as in the e-commerce context. However, there is a lack of holistic understanding of the application of VR/AR in e-commerce based on the literature. To address the above research gap, the current study conducts a literature review on VR/AR research in the e-commerce field from the methods, theories, and devices perspectives. Based on the 77 journal articles reviewed in this study, we found that the experimental approach has been the dominant research method to investigate the application of various VR/AR technology in different e-commerce contexts from different theoretical views. Finally, future research agendas and the research limitations are presented.
Original languageEnglish
Title of host publicationThe Proceedings of 21st Wuhan International Conference on E-Business
EditorsYiliu (Paul) Tu, Maomao Chi
Number of pages9
ISBN (Electronic)978-0-88953-482-7
Publication statusPublished - 2022
Publication typeA4 Article in conference proceedings
EventWuhan International Conference on e-Business (WHICEB) - Wuhan (online), China
Duration: 28 May 202229 May 2022


ConferenceWuhan International Conference on e-Business (WHICEB)
CityWuhan (online)

Publication forum classification

  • Publication forum level 0


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