Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence
Zimmermann, Robert, Mora, Daniel, Cirqueira, DouglasORCID: 0000-0002-1283-0453, Helfert, MarkusORCID: 0000-0001-6546-6408, Bezbradica, MarijaORCID: 0000-0001-9366-5113, Werth, Dirk, Weitzl, Wolfgang JonasORCID: 0000-0001-9208-435X, Riedl, René and Auinger, AndreasORCID: 0000-0002-2672-0896
(2022)
Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence.
Journal of Research in Interactive Marketing, 17
(2).
ISSN 2040-7122
Purpose– The transition to omnichannel retail is the recognized future of retail, which uses digital technologies (e.g. augmented reality shopping assistants) to enhance the customer shopping experience. However, retailers struggle with the implementation of such technologies in brick-and-mortar stores. Against this background,thepresentstudyinvestigatestheimpactofasmartphone-basedaugmentedrealityshopping assistant application, which uses personalizedrecommendationsandexplainableartificialintelligencefeatures on customer shopping experiences. Design/methodology/approach– The authors follow a design science research approach to develop a shopping assistant application artifact, evaluated by means of an online experiment (n 5 252), providing both qualitative and quantitative data. Findings– Results indicate a positive impact of the augmented reality shopping assistant application on customers’ perception of brick-and-mortar shopping experiences. Based on the empirical insights this study also identifies possible improvements of the artifact. Research limitations/implications– This study’s assessment is limited to an online evaluation approach. Therefore, future studies should test actual usage of the technology in brick-and-mortar stores. Contrary to the suggestions of established theories (i.e. technology acceptance model, uses and gratification theory), this study shows that an increase of shopping experience does not always convert into an increase in the intention to purchase or to visit a brick-and-mortar store. Additionally, this study provides novel design principles and ideas for crafting augmented reality shopping assistant applications that can be used by future researchers to create advanced versions of such applications.
Metadata
Item Type:
Article (Published)
Refereed:
Yes
Uncontrolled Keywords:
Digital retail; Digital shopping assistant; Recommender systems; Explainable artificial intelligence; Retail sales
European Union’s Horizon 2020 research and innovation program under the Marie Sklodowska-Curie grant agreement No [765395], Science Foundation Ireland grant [13/RC/2094_P2
ID Code:
27516
Deposited On:
09 Aug 2022 11:03 by
Thomas Murtagh
. Last Modified 19 Apr 2023 11:04
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