Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Demystifying Augmented Reality (AR) in Marketing From the E-Commerce Perspective

Demystifying Augmented Reality (AR) in Marketing From the E-Commerce Perspective
View Sample PDF
Author(s): Farzad Sabetzadeh (City University of Macau, China) and Yusong Wang (City University of Macau, China)
Copyright: 2022
Pages: 28
Source title: Cases on Virtual Reality Modeling in Healthcare
Source Author(s)/Editor(s): Yuk Ming Tang (Hong Kong Polytechnic University, China), Ho Ho Lun (Hong Kong Polytechnic University, China) and Ka Yin Chau (City University of Macau, China)
DOI: 10.4018/978-1-7998-8790-4.ch010


View Demystifying Augmented Reality (AR) in Marketing From the E-Commerce Perspective on the publisher's website for pricing and purchasing information.


Augmented reality (AR) technology has been widely used in various business applications in the past five years. Since the beginning of 2020, with the COVID-19 pandemic and its impact on various industries, AR has become one of the technologies that have significantly reduced physical interactions between buyers and sellers. This chapter reflects its finding in fours areas: 1) eCommerce mobile AR apps can allow customers to better interact with products virtually. 2) AR facilitates customer shopping journey in three stages of purchasing, namely before-purchase, purchase, and after-purchase stages. 3) Design and develop mobile AR apps with two features of virtuality and interactivity to the extent that enables customers to favor AR apps to the offline shopping experience in a sustainable trend. 4) Online retailers can utilize their AR apps to predict target customers' preferences, hence giving them effective promotions to motivate them to buy their preferred products online.

Related Content

Xiaoxiao Liu, Ka Yin Chau, Hoi Sze Chan, Yan Wan. © 2022. 20 pages.
Jiancong Ye, Junpei Zhong. © 2022. 20 pages.
Yui-yip Lau, Ivy Chan. © 2022. 22 pages.
Haoyu Liu, Bowen Dong, Pi-Ying Yen. © 2022. 22 pages.
Karen Sie, Yuk Ming Tang, Kenneth Nai Kuen Fong. © 2022. 25 pages.
N. Raghavendra Rao. © 2022. 21 pages.
Yuk Ming Tang, Hoi Sze Chan, Wei Ting Kuo. © 2022. 29 pages.
Body Bottom