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

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.