PurposeThis paper synthesises peer-reviewed published journal articles on augmented reality in retail settings to ascertain the current foci of academic research in this nascent area and develop a conceptual framework to form the basis for a future research agenda.Design/methodology/approachThematic analysis was conducted on a sample of 76 papers published between 1997 and 2020 identified through a systematic search of high quality peer-reviewed papers.FindingsThree major research avenues and theoretical bases emerged: AR adoption-based factors with technology acceptance models, AR user experience design and features that influence consumer behaviour, and AR shopping experience and value theory. The resultant S-O-R-based conceptual framework highlights the functional and experiential elements needed for an effective consumer AR experience, which could be implemented by retailers seeking to engage consumers with an augmented shopping experience and make AR applications financially viable.Originality/valueThis is the first systematic literature review on AR in retail settings to include multiple disciplinary perspectives (HCI and marketing/management) and research methodologies.

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Purpose The purpose of this paper is to provide a greater understanding of why and how different ages use shopping channels, analysing preferences and motivations for use. Design/methodology/approach Qualitative in-depth interviews were conducted with a sample of 50 female participants, aged 20-70. All were customers of a fashion retailer that has ecommerce and mcommerce platforms, stores and catalogues, in order to gain a better understanding of loyal consumers’ multi-channel behaviour. Findings Multi-channel shopping behaviour increased with age; the 20s did not engage in multi-channel shopping behaviour but viewed each channel as a separate entity. Mcommerce is the preferred shopping channel for the 20s, but its popularity and motivations to use decreases with age. Ecommerce is the most popular shopping channel due to convenience, selection, adventure/exploration and idea shopping. The physical store was the preferred channel for the 60+, who shopped there for convenience and enjoyment. Catalogues were seen as out-dated and no longer considered a transactional channel. Originality/value There are no previous studies that have investigated channel preferences and motivations across a 50-year age span using loyal customers. The majority of previous studies looking at multi-channel shopping behaviour are quantitative and so this qualitative enquiry provides a richer insight into reasons for consumer preferences and motivations. The study contributes novel findings to the literature as it shows that multi-channel shopping behaviour increases with age, and younger consumers (20s) are not partaking in it at all.

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