Table 7.

AR in e-commerce literature overview

		Study type			Data collection			AR feature			Category	Main finding
		survey	experiment	scanner	on-line	lab	field	try-on	planner	infolayer
Kim and Forsythe (2008)		■			■			■			apparel	Perceived usefulness and perceived entertainment improve attitude toward using, which in turn increases intended use and post-use evaluations.
Rese et al. (2014)		■				■				■	furniture	Components of the TAM can predict the intention to use a mobile AR catalogue app. Both perceived informativeness and perceived enjoyment increase the intention to use.
Huang and Liao (2015)		■			■			■			apparel	Consumers with high cognitive innovativeness emphasize usefulness, aesthetics, and service excellence, while consumers with low innovativeness emphasize playfulness and ease of use.
Javornik (2016b)			■			■		■	■		furniture, sunglasses	Flow mediates the effects of perceived augmentation on consumers’ affective responses and behavioral intentions.
Pantano et al. (2017)		■				■		■			sunglasses	Ease of use, enjoyment, and perceived usefulness jointly increase attitude towards and the intention to use a virtual mirror. Aesthetic quality and interactivity influence ease of use and enjoyment, response time and quality of information increase perceived usefulness.
Rese et al. (2017)		■				■		■		■	furniture, news, glasses, apparel	Components of the TAM predict the intention to use an AR catalog app. The relative importance of hedonic and utilitarian aspects depends on the type of AR app (marker-based vs. markerless).
Poushneh and Vasquez-Parraga (2017)			■			■		■			apparel; sunglasses	AR influences user experience and user experience in turn affects satisfaction and willingness to buy.
Yim et al. (2017)			■		■			■			sunglasses, watches	AR (compared to conventional websites) fosters immersion, which results in enjoyment, usefulness, positive attitude towards the medium, and purchase intention. Effects are stronger for consumers with low (vs. high) previous media experience
Hilken et al. (2017)			■			■		■			glasses, cosmetics	The AR-enabled interaction of simulated physical control and environmental embedding positively affects value perceptions. Spatial presence functions as a mediator and also predicts decision comfort. Customer value perceptions and decision comfort translate into positive behavioral intentions.
Beck and Crié (2018)			■		■			■			apparel, glasses	AR (virtual mirror) on a website increases curiosity, intention to patronize, and intention to purchase (online and offline).
Poushneh (2018)			■			■		■		■	sunglasses, cars, entertainment	Augmentation quality and user’s control of access to personal information enhance user satisfaction.
Rauschnabel et al. (2019)		■				■			■		furniture, music video	The effects of benefits from AR apps on brand attitude are mediated by consumer inspiration.
Yim and Park (2019)					■			■			sunglasses	Consumers with an unfavorable body image evaluate AR try-ons better than traditional Web-based product presentations. The effects of interactivity and media irritation on adoption intention are moderated by body image for AR but not for Web-based product presentations.
Heller et al. (2019)			■		■	■		■	■		furniture, toys, food	AR-enabled frontline affects positive WOM and product choice. The effect is mediated by processing fluency and decision comfort and moderated by processing-type and product contextuality.
Whang et al. (2021)			■		■			■			cosmetics	The effect of the AR experience on purchase intention is mediated by cognitive control. Peer’s opinion moderates the effect of AR on cognitive control.
Tan et al. (2021)				■			■	■			cosmetics	An international cosmetic retailer’s mobile AR app is associated with higher sales for less popular brands, products with a narrower appeal, and more expensive products. Findings indicate that AR is most effective when product-related uncertainty is high.