How the COVID-19 pandemic may accelerate millennials’ adoption of augmented reality
Federica Caboni,Lucia Pizzichini +1 more
TL;DR: In this paper , the authors identify the behavioural changes that have occurred due to the coronavirus disease 2019 (COVID-19) pandemic in the retail sector, and how AR technology can be used as a valid and useful response to these new consumer habits.
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Abstract: PurposeAugmented reality (AR) technology currently plays a central role in the retail sector, rapidly changing consumers’ behaviours and retailers’ strategies. The purpose of this paper is to identify the behavioural changes that have occurred due to the coronavirus disease 2019 (COVID-19) pandemic in the retail sector, and how AR technology can be used as a valid and useful response to these new consumer habits.Design/methodology/approachExploratory research was conducted to determine how AR has helped people shop differently than they did before the coronavirus disease 2019 (COVID-19) pandemic by evaluating two retail-sector AR applications (apps). In-depth interviews were conducted and assessed using thematic analysis.FindingsThis paper identifies a new paradigm involving COVID-19 and AR by identifying several factors that are related to the rapid spread of COVID-19 and have modified consumers’ shopping habits. Additionally, it shows how interactive technologies, such as AR, are useful tools that can be employed to overcome retailing crises driven by external environmental factors, such as COVID-19, and enhance shopping experiences.Originality/valueThis research reveals the role of AR technologies in transformed economic and social contexts. By investigating the COVID-19 pandemic and its associated consequences, i.e. isolation, quarantines and lockdowns; the fear of contracting the virus and the new needs of people to shop while social distancing, this study enriches AR research with a fourth characteristic, augmented social distance.
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Building Theories from Case Study Research
TL;DR: In this paper, the authors describe the process of building theories from case studies and examine the strengths and weaknesses of this process, which is best used in situations where one does not want to rely on previous literature or prior empirical evidence.
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A survey of augmented reality
TL;DR: The characteristics of augmented reality systems are described, including a detailed discussion of the tradeoffs between optical and video blending approaches, and current efforts to overcome these problems are summarized.