VR is immerses users people into a completely virtual environments, AR provides is creating an overlay of virtual content, but does not allow the user to can’t interact with the (3-D) environment MR is mixes of VR and the reality, it creating virtual objects that can interact with the actual environment.
In the present study we use the term XR technologies to encompass virtual reality (VR), augmented reality (AR), and mixed reality (MR). With the advent of more sophisticated technologies that enable high-fidelity reproduction of environments, objects, and persons, e-retailers see Extended Reality (XR) technologies (XRs) as very promising technological tools, able to produce satisfactory consumer experiences resembling those experienced in physical stores. Its growth is slower in mature markets, such as North America and Western Europe, in comparison to the more rapid growth seen in the developing markets of Asia and Eastern Europe ( Nielsen, 2017 Statista, 2017a). In recent years, there has been growing retailer interest in e-retail activities, as the worldwide growth in the e-retail market demonstrates. E-commerce is defined as the process of selling goods and services using electronic media, particularly the Internet ( Dennis et al., 2004). One of the most exciting and successful applications of digital marketing is e-commerce, also named e-retail. Several studies have analyzed the considerable influence that digital technologies, such as the Internet and social networks, have had on marketing research ( Brady et al., 2008 You et al., 2015 Babić Rosario et al., 2016 Kannan and Li, 2017). This article reviews the literature on XRs in marketing, and provides a conceptual framework to organize this disparate body of work.ĭigital information and communication technologies (ICT) have, in recent years, significantly improved marketing research, as they have in many other fields, leading to a concept of digital marketing recently defined as “ an adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver, and sustain value for all stakeholders” ( Kannan and Li, 2017). We argue that it is necessary to define a rigorous methodological framework for the use of XRs in marketing.
However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores.
1Instituto de Investigación e Innovación en Bioingeniería, Universitat Politècnica de València, Valencia, Spain.Mariano Alcañiz 1*, Enrique Bigné 2* and Jaime Guixeres 1