TELKOMNIKA Telecommunication Computing Electronics and Control

Vol. 22, No. 5, October 2024, pp. 1113~1127

ISSN: 1693-6930, DOI: 10.12928/TELKOMNIKA.v22i5.26026  1113

Augmented reality in customer experience: systematic review

Christian Cervantes1, Sussy Bayona-Oré2, Nicolás Pintado Torre1

1
Facultad de Ingeniería y Arquitectura, Universidad Autónoma del Perú, Lima, Perú
2
Vicerrectorado de Investigación, Universidad Autónoma del Perú, Lima, Perú

Article Info ABSTRACT

Article history: Augmented reality (AR) is an emerging technology that offers the opportunity
to explore a new way of shopping in the customer experience, showcasing its
Received Jan 31, 2024 benefits, such as the superimposition of virtual elements in a physical
Revised May 04, 2024 environment or the high degree of interactivity provided by this technology.
Accepted May 26, 2024 Despite its great potential to satisfy customer needs, the evaluation of the
customer experience has not been fully studied. The main of this study is to
identify the constructs that influence customer experience using the
Keywords: systematic review technique. A total of 88 studies published between 2016
and 2021, which relate to customer experience, were identified. Relevant
Attitude information, such as the definitions of AR and customer experience, and the
Augmented reality constructs that various authors use to assess customer experience, was
Consumer experience extracted. The results of the review indicate that five fundamental constructs–
Customer experience attitude, interactivity, customer satisfaction, purchase intention, and hedonic
Customer satisfaction value–are used to assess customer experience. These results contribute to a
Interactivity better understanding of the customer experience with AR.
Systematic review This is an open access article under the CC BY-SA license.

Corresponding Author:
Sussy Bayona-Oré
Vicerrectorado de Investigación, Universidad Autónoma del Perú
Panamericana Sur Km. 16.3 Villa El Salvador, Lima, Perú
Email: [email protected]

1. INTRODUCTION
Augmented reality (AR), as a general concept, is a technology that integrates virtual information to
enhance a specific reality [1] and offers a new perspective on positioning products and developing image
creation in the user’s mind [2]. AR provides several attributes, such as enhanced visual experience and the
ability to control information, making it a powerful tool to capture and enhance user experiences [3].
Technological progress and its significant impact on consumers have generated additional value in existing AR
applications [4]. AR finds applications in various fields, including e-commerce, retail [5], tourism [6], [7],
education [8], marketing [9], hospitality [10], and more. In sales, AR applications can aid customers in making
purchase decisions about a product in special technological products [11]. In the tourism sector, AR
applications allow consumers to obtain additional information from physically visited sites and provide a
virtual layer between the physical environment and the user [7]. In the education sector, AR-based learning is
useful for courses that include complex topics [8]. In the marketing sector, AR stimulates the presence of
advertisements, generating affective intentions and curiosity about the product [12]. Some companies have
placed their bets on AR technology. For instance, Alibaba invested over $200 million in 2016 to boost AR
development, establishing AR and virtual reality labs and introducing some of the first three-dimensional (3D)
products in its online catalogue [13]. IKEA is another example, enabling its customers to place products in
virtual catalogues, providing them with a real-world perspective and the ability to customise their homes with
virtual furniture. Similarly, companies like Ray-Ban and Sephora utilise AR to offer magic mirrors, allowing
customers to virtually try on sunglasses or makeup [14]. However, the implementation of AR has brought about

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some customer safety concerns. For example, customers are uncertain whether the products will fit
appropriately in their environment [15]. To address this issue, a clear benefit of AR is that it allows brands or
companies to access customers’ home spaces, thereby facilitating an improved customer experience when
making online purchases [16]. This is especially crucial for retail companies, as they need to examine and
enhance their consumer experience to derive benefits in influencing purchasing decisions.
Complementing the objectives of companies adopting AR, consumers perceive AR as an immersive,
realistic, and innovative technology [17]. Another crucial factor enhancing the positive customer experience is
the utilitarian value, encompassing digitalism features, decorative benefits, or tactile advantages [18]. AR can
improve marketing initiatives to increase brand value [19] because marketers use AR to place brand-related
information in the consumer's physical context to capture their attention [20]. The ability to capture customer
attention is influenced by various characteristics or constructs that impact behavioural intention. Positive
behavioural intention leads to return visits to the shop where the product was purchased, benefiting
recommendations and contributing to a positive image of any organisation aiming to attract more customers
[21]. Moreover, achieving an “optimal experience” is essential, encompassing positive outcomes like pleasure
and enjoyment while eliminating negative outcomes such as wasted time [22]. AR enables prospective buyers
to overlay virtual information, reducing cognitive load and fostering a positive attitude towards a product.
In its early days, AR gained significant relevance as a newly discovered technology due to its profound
impact on sensory evaluation and innovative aspects [23]. Over time, AR has continuously evolved, largely
thanks to the technological advancements in smartphones [24]. This technology enables the seamless
combination of the real and virtual worlds, introducing 3D objects into our environment [25]. It further
enhances the consumer and retailer experience by fostering face-to-face interactions [26]. AR not only offers
a novel experience but also facilitates vivid visualisation through the superimposition of 3D images onto our
graphical surroundings [27]. The benefits of AR include increased hedonic values, enhanced utility aspects,
greater satisfaction, and improved consumer decision-making processes [18]. Despite its advantages, AR does
present different levels used to describe the complexity of its application [28] such as the marker identification
process and the content creation itself [29]. AR technology has found applications in various sectors. In the
tourism industry, AR applications are targeted at city councils, museums, exhibitions, restaurants, theatre
offices, and more [30]. In the entertainment sector, AR is prominent in video games, allowing the
superimposition of images or graphics onto the real world [30]. A well-known example is the Pokemon Go
app, which captivates users by enabling them to interact with the real world while exploring the virtual
Pokemon universe [31]. AR has also found applications in the commercial sector, particularly in furniture
visualisation. Users can use AR to intuitively customise furniture, enhancing their shopping experience [32].
Companies like Shopify have demonstrated that AR increases interactivity by 94%, leading to benefits in
customer experience and facilitating the shopping process through smartphones [33]. QR codes have been
utilised to trigger animations, allowing for unique brand marketing strategies to engage potential users [34].
Customer experience refers to the set of stimuli or psychological feelings that the customer generates
when interacting with the product, enhancing the quality of the consumer’s search experiences [35]. It
encompasses pre-purchase, purchase, and post-purchase interactions [36]. Customers express their experiences
through emotions, which can be influenced by various factors such as the physical surroundings, satisfaction,
and more. Several metrics have been developed to assess customer experience, such as the experiential value
[37], brand experience scale [38], quality of experience scale, customer experience index [36], quality of service
experience scale [39], and retail customer experience scale [40]. The spatial presence created by AR played a
vital role in enhancing the overall customer experience [41]. Similarly, AR is a significant trend in marketing
[25]. It has also been incorporated into mobile applications [42], allowing users to select and visualise makeup
superimposed on their faces using smartphone camera functions [43]. Research is needed to enable the target
audience to identify and analyse the factors or characteristics that contribute to a comprehensive understanding
of the customer experience from a systematic perspective [13]. This article aims to analyse the most commonly
used constructs in customer experience utilising AR, based on a systematic literature review. By identifying
these frequently employed constructs, the article offers practitioners valuable insights to develop AR proposals
that effectively integrate the identified elements. Consequently, it is a valuable resource for practitioners seeking
information on client experience with AR. Additionally, the research contributes to the overall knowledge and
understanding of the primary constructs currently employed in assessing customer experience.
This article consists of four sections including the introduction. The systematic review method used
in this study is presented in section 2. In section 3, the research outcomes addressing the research questions
(RQs) are presented and discussed. Finally, section 4 outlines the conclusions drawn from the study.

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2. METHOD
The systematic review process is based on Kitchenham proposal [44]. This method provides specific
characteristics and a sequence of steps that facilitate the synthesis of information in a practical and structured
manner. It also allows for the implementation of a search strategy, enabling the researcher to identify, report,
and analyse all the extracted information. To achieve this, the development of a protocol is essential, as it
defines a sequential, systematic, and auditable procedure. The process consists of the following steps:
i) establish RQs, ii) development of the review protocol, iii) selection of primary studies, iv) quality assessment
of the studies, v) data extraction and monitoring, and vi) synthesis of the information [44]. The synthesis of
information is presented in the results section. Each stage is elaborated in detail in the subsequent sections of
the review. The purpose of this research is to address and fill the gaps present in previous studies concerning
the evaluation of customer experience using AR. The primary objective of this article is to identify and analyse
the most utilised constructs in customer experience with AR. To achieve this objective, the following RQ is
posed:
− RQ1=What constructs are currently being used in customer experience with AR?
To assess specific constructs, three research sub-questions were formulated:
− RQ1.1=Does AR provide benefits in terms of hedonic values to customers?
− RQ1.2=Is AR perceived as an interactive and innovative technology by customers?
− RQ1.3=Is AR considered a technology capable of influencing customers’ purchase intentions?
The development of the review protocol ensures a structured and systematic approach with specific
strategies to analyse and synthesise the gathered information. Figure 1 presents the sequence of steps in the
protocol. The first step involves establishing a research topic and formulating the RQs. Subsequently, the article
selection procedure is defined, which includes the following steps: i) selecting the article extraction database,
ii) defining the search strings, iii) setting the inclusion and exclusion criteria, and iv) implementing the primary
article selection procedure. By executing these steps, the selected primary articles are identified. Following
this, quality criteria are established, and a data extraction format is created using spreadsheets and word
processors to organise the abstract information.

Figure 1. Steps in conducting a systematic literature review

2.1. Selection of primary studies

In this phase, the focus is on identifying the primary articles that are relevant to the study. The process
consists of the following steps: i) identifying sources of articles, ii) constructing and executing keywords,
iii) elaborating the search string, and iv) identifying inclusion and exclusion criteria. It is necessary to conduct
a search process in recognised databases as they will enable the extraction of concise and useful information
to be used in the analysis of the systematic review [44]. Five databases were identified for this purpose and the
construction of the search string is based on the following keywords: i) “Augmented Reality”, ii) “Customer”,
iii) “Consumer”, and iv) “Experience”. Table 1 displays the identified databases along with their respective
search strings.

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Limiting the research by specific criteria is crucial to ensure the value and thoroughness of the analysis
in the search for relevant information [44]. Four inclusion criteria have been identified, which are as follows:
i) articles published within the period 2016–2021, ii) articles with statistical results, iii) articles published in
journals, and iv) empirical studies. Additionally, exclusion criteria have also been identified, which include:
i) non-English language articles, ii) review articles, iii) short articles, and iv) duplicate articles. The extraction
of information is not solely accomplished by using information managers; it also requires the application of
strategies to enhance the connection between the research topic and the search process.
These strategies are essential to filter and eliminate articles that are unrelated to the research topic. At
this stage, the evaluation of the inclusion and exclusion criteria is conducted. Besides excluding articles with
titles and abstracts unrelated to the research, the following steps were documented: step 1: the search string
presented in Table 1 was utilised to search scientific databases, step 2: articles that matched the inclusion and
exclusion criteria were identified. These articles were extracted and saved in a Google Drive repository, step
3: articles with abstracts not relevant to the research were removed, and step 4: the results obtained from each
database were recorded.
Table 2 shows the articles according to the research steps. Relevant data from each of the primary
articles were extracted and organised using a spreadsheet. Additionally, a summary of each article was
extracted, and a link to the summary was attached to a Google Drive repository.

Table 1. Keywords and search string

Databases Keywords Search string
ScienceDirect, SpringerLink, KW01=“Augmented Reality” (((“Augmented reality”) AND (“Customer experience”)))) OR
Scopus, Taylor & Francis, and KW02=“Customer Experience” (((“Augmented reality”) AND (“Consumer experience”)))))
Wiley KW03=“Consumer Experience”

Table 2. Articles according to research steps

Databases Step 1 Step 2 Step 3 Step 4
ScienceDirect 494 212 60 43
SpringerLink 140 30 3 3
Wiley 146 9 3 1
Taylor & Francis 155 92 20 11
Scopus 81 68 34 30
Total 88

This assessment enables the analysis and evaluation of the selected articles in terms of their quality.
It helps determine whether the research meets a minimum level of research quality. This phase involves
grouping the studies and using specific questions to assess whether they meet the quality criteria. A scoring
system is used to facilitate this process and identify potential differences among the primary studies. The
quality questions were: i) EQ1=do the studies demonstrate a thorough discussion of the research? assessment:
(Y=yes, N=no, P=partially), ii) EQ2=do the researchers examine multiple constructs to assess customer
experience? assessment: (Y=5>constructs, N=0 constructs, P=5<constructs), and iii) EQ3=does the research
cover all aspects of customer experience? assessment: (Y=most points on customer experience, N=no results,
P=limited results). A total of 88 primary articles were extracted for the data extraction and tracking stage. From
each article, relevant data was collected, including the following information: i) title of article, ii) author(s),
iii) year of publication, iv) databases from where the article was sourced, v) country of research, vi) definition
of AR, vii) definition of customer experience, viii) background of AR, ix) characteristics of AR and customer
experience, x) type of study, xi) population under study, xii) sample, xiii) statistical techniques, xiv) collection
instruments, xv) constructs, and xvi) definition of constructs.

3. RESULTS AND DISCUSSION

3.1. Systematic review results
As a result of the systematic review process, a total of 88 primary articles were obtained. The main
focus of the review was to analyse and extract information related to the definitions of AR and customer
experience, as well as the constructs used to assess customer experience with AR. Figure 2 shows a significant
upward trend in the number of AR-related publications from 2016 to 2021, with a particularly sharp increase
in the years 2020 and 2021. This surge in AR publications during these years can be attributed to the profound
impact of the COVID-19 pandemic on retail organisations and businesses worldwide. The pandemic
necessitated lockdowns, social distancing measures, and restrictions on physical interactions, disrupting

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traditional retail experiences and prompting the search for alternative solutions to engage customers and
facilitate remote shopping experiences. A total of 88 articles were selected.
Researchers make more use of the statistical technique of structural equation modelling (SEM)
because of the interrelationship of variables in an investigation. The most commonly used software includes
SPSS and SmartPLS. The majority of the selected studies were conducted in the United States, totalling 19
studies. South Korea ranked second with 11 studies, followed by Germany with 9 studies. Notably, a significant
number of studies have been conducted in Europe. Furthermore, it is worth mentioning that a considerable
proportion of these studies have been focused on the field of e-commerce. The findings of the review indicate
that a majority of the research conducted on customer experience with AR is quantitative (90.0%). This
prevalence can be attributed to the need for empirical evidence and numerical data to test and measure customer
experiences effectively.

Figure 2. Trend of publications in the period 2016–2021

3.1.1. AR definitions
According to the literature, there are different definitions proposed for AR. Table 3 presents the
definitions of AR by author. Along with the focus of each definition, such as technological, innovative, and
interactive aspects.

Table 3. Definitions of AR
Author Definition Approach
[4] It transforms objects and environments into the user’s personal space to create personalised experiences. Technological
[13] Interactive tool that can modify the physical environment using virtual overlay elements. Technological
[45] Superimposing virtual objects on the physical world. Technological
[46] Visualisation of the real world while interacting with virtual objects. Technological
[47] Integration of a virtual product into the real consumer environment. Technological
[48] 3D digital content that combines real and virtual images for the consumer. Technological
[49] Technology that allows interaction between the user and virtual objects augmented in the real world. Technological
[50] Coexistence of virtual objects and the real world. Technological
[10] Intelligent content to provide a pre-experience for customers. News
[51] Virtual content that is related to the product and allows information to be obtained. News
[52] Injection of novel and virtual information that allows for better consumer perception. News
[24] It provides additional value with three- and two-dimensional information to consumers about products. News
[53] Information provided by technology that goes straight to consumers. News
[54] A technological tool that allows information to be obtained on a product. News
[1] It provides more product information in rich 3D format. Virtual integration
[2] Superimpose virtual objects on the physical environment including information that allows interaction Virtual integration
with the consumer.
[3] It allows you to create a unique and detailed view of a combined real and virtual world experience. Virtual integration
[5] Modern technology allows the real world to be combined with the virtual world, achieving interactivity Virtual integration
in real time.
[15] A realistic 3D model that appears in a given location. Virtual integration
[25] Integration of products into virtual content that merges it with the real world. Virtual integration
[31] It allows the generation of personalised results for the user, achieving the integration of virtual Virtual integration
information in the real world.
[55] Computer-simulated interactive technology that enriches the user experience by integrating additional Virtual integration
information in the real world.
[56] Technology that enables immersive, engaging, and realistic content that enhances brand image. Brand perception
[57] Experimentation with audiovisual components that augment the physical reality in a given shop. Brand perception

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The findings of the study reveal that the authors’ perspectives on the concept of AR is predominantly
technological. Most of the authors argue that AR is an “overlay” because it enables the creation of virtual elements
that are superimposed on the real world [35]. Another significant approach is the “integration” perspective,
emphasising how AR allows the incorporation of new information into the real world [58]. While AR offers interaction
and is considered innovative, the authors in the literature do not primarily define AR in these terms. They focus more
on the technical aspects. Additionally, AR can be regarded as a technology that provides “stimuli” [1]. It is essential
to note that the elements were grouped based on the information provided by the authors using our criteria.

3.1.2. AR characteristics
Selected studies mention the characteristics of RA. Table 4 presents the characteristics of AR. The
findings of the study indicate that interactivity is one of the most relevant features [1]–[3], [14], [48], [57],
[59]–[65]. Interactivity involves enabling communication between consumers and manufacturers, creating a
psychological state in which customers can have their own perspective of the system they are using [1]. However,
certain factors can overshadow this interactivity process. For instance, the speed of response can cause content
manipulation to be impaired [2]. This variable also drives stimuli in customers, leading to high levels of
participation in the customer journey and creating a new characteristic known as “Immersion” [66]. Several
authors have compared the level of information that a traditional system can provide to one that uses AR,
highlighting interactivity as a key feature that allows virtual inspection of the product in real time [67]. Another
crucial feature that AR provides is an improved shopping experience [27]. AR can reduce uncertainty by assisting
consumers in making better-informed decisions, even without considering the key factor of the “brand” of the
products. This creates certainty and introduces a new effect on the online presentation of a product [43]. Likewise,
AR can generate stimulation, novelty, and experiential values [49], such as communicating the advertising that a
brand offers concerning the consumer experience [68]. The value of a brand enables the retention of existing
customers. AR allows for a sense of ownership, as well as pleasure and enjoyment. These emotions strengthen
the bond between customers and brands, enabling the creation of a positive customer experience value [69].
Finally, it should be noted that AR features enable the activation of cognitive and utilitarian functions. This means
that AR provides utility to the consumer to help evaluate and differentiate one product from another [14].

Table 4. AR characteristics
Characteristics
Interactive [1]. Interactive, simultaneous, vivid, and unique [2]. Interactive, real-virtual combination, three dimensional [3]. Interactive
and integrated [59]. Provides augmentation and interactivity [48]. Interactivity, successful online communication [60]. Interactive
technology that displays information on products [14]. Interactive and allows the cognitive aspect to be enhanced [57]. Enables
interactivity and telepresence [61]. Allows for real-time interaction and information [62]. Interactivity with synchronisation of virtual
elements [63]. Interactive technology that enables virtuality [64]. Allows interaction and motivation [65].
Creation and facilitator of experiences [4]. Influencing a better shopping experience by overlapping objects [26]. It offers a novel,
interactive, and vivid experience thanks to 3D images [27]. Helps to improve the customer experience [33]. Improves consumer
capabilities [42]. Offers more realistic experiences [70]. Enhances experiential value [71].
Boosts confidence promotes perception [45]. Increases hedonic and utilitarian flows [18]. Augmentation that creates an immersive
consumer experience [17]. Allows users to be immersed [46]. Magnification capacity [53].
Provides ownership and love for the brand [13]. Provides fun [72]. Proportion of affective and hedonic tools [73].
Combines interactive and real elements [35]. Combines the real world with the virtual world by allowing product testing [43].
Combination of realistic 3D models [74].
Media characteristics and experienti al value [25]. Displays stimulation characteristics [49].
Fun, promotional, interactive, content creation [34]. Immersion and knowledge [75].
Provides additional information for the purchasing environment [32]. Provides additional information on services and products [76].
Benefits the customer by enabling the purchase of an interactive product [24].
Ability to overlay virtual environments [5]. Accurate virtual image recognition [31].
Allows processing and understanding of a stimulus [77].
Integration of virtual content, interaction with content [78].
Improving consumers’ evaluation of technologies [79].
Creative and allows decision making [80].
Effective in improving behavioural, cognitive ability, emotional control [81].
Positive customer relations [54].
Modality, synchronous meaning and processing [82].
Transforming digital content [83].
Allows for free exploration of risk [84].
Need to accommodate and perceived immensity [9].
Enables personality in shopping [85].
It allows for virtuality, superimposition, alignment, and technological activation [86].
Serves as a marketing tool [87].
Helps the client’s self-esteem [52].
Allows advertising with respect to trust and purchase intention [68].
Allows for utility, novelty, distraction, and entertainment [51].
Aesthetics, promotes cognitive consequences [6].

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3.1.3. Customer experience definitions

The definitions used by the authors for customer experience were also reviewed. Table 5 presents
some definitions proposed by the authors to capture the essence of customer experience. The definition of
customer experience is not standardized.

Table 5. Definitions of customer experience

Definition
Perception of useful information and enjoyment influences consumer satisfaction with their experience [2].
Set of behavioural and cognitive elements that affect the intention to use the brand in the future [3].
Product learning by connecting abstract facts to real scenarios through physical interaction [13].
Consumers’ perception of the possibility of interacting with the product in an immersive way [14].
Behaviour of internal processes in consumer purchases [60].
Customer stages in the before, during, and after of the entire customer journey in the customer experience [10].
Stimuli the consumer feels in the product experience [31].
Perceived personalisation and its effects by an application on customer experience [41].
User perception through the type of information and the increased environment that even allows the consumer to have the willingness to
pay more [53].
Consumer sentiment that allows for an enhanced consumer experience by including additional entertainment and information factors [67].
Consumer perception of the use of products in retail environments [45].
Effect of product attribute information to consumers affecting consumer decision making [25].
Participation in the process of co-creation and visualisation of the perceived value of a product or application [4].
Emotional characteristics in online shopping [48].
Psychological influence of consumers enabling a flow state in the context of their product experience [88].
The perspective of a customer journey that aims to improve their psychological ownership prior to purchase [72].
Combination of aesthetic, entertainment, and emotional experiences that enable positive user effects [81].
Sentiments and interactivity that improve the purchasing decision [89].
A differentiated value that provides innovative and efficient services to consumers [73].
Stage of processing mental images that help customers to make decisions [83].
Subjective assessment of the customer allowing for better controlled decision making [90].
Perceptions of customers who benefit from affective and enticing brand impulses [91].
Conversion of the traditional experience into an experience of itself with changing cognitive aspects [24].

The findings show that definitions of customer experience are cognitively encompassed. This means
that most think of it as an abstract feeling that serves as a response to hedonic stimuli provided by the brand or
company to the consumer [86]. Another key aspect is the competitive positioning that can be achieved as a
benefit to a brand in the customer experience, allowing virtual elements to coexist with the real world, achieving
additional benefits that stimulate the physical and affective condition of the customer [2]. Customer experience
can also be understood as an evaluation and experimentation of a product to validate for themselves whether a
product or service meets the requirements to achieve their satisfaction and compliance with the purchase [31].
In addition to that, it is also defined as a construct mainly on the cognitive, affective, behavioural, sensory, and
psychological emotions that the customer or a person feels in the journey of purchase [72].

3.1.4. Customer experience constructs

A total of 97 constructs were collected in the research. Table 6 (see in Appendix) presents the
constructs that had more than three occurrences in ascending order (frequency). The constructs extracted from
the customer experience encompass various aspects, including increased immersion in the consumer
experience [17], the motivations felt by the customer during the purchase [65], an increase in hedonic values [18],
trust and perception [45], and a range of emotions experienced by the customer during the interaction. These
emotions are influenced by experiential stimuli such as enjoyment [92], feelings of ownership and love for the
brand [13], as well as functional, effective, and beneficial conditions perceived by the customer throughout the
experience [72]. It is worth noting that these characteristics enable customers to make better evaluations of the
product, especially when encountering novelty. It can be noted that the most frequent constructs were attitude,
interactivity, purchase intention, customer satisfaction, and hedonic value. This is because the research is
dedicated to deepening relevant characteristics that the authors believe AR provides towards the customer or
towards a personalised environment.

3.2. Discussion
The purpose of the systematic review is to gain knowledge about the research conducted in the AR
domain and the customer experience when using applications based on AR. Several studies recognize the
benefits of using AR in different sectors such as retail, e-commerce, tourism, marketing, education, health,
automotive, hospitality, and others, as well as that it presents challenges that remain to be solved. Furthermore,
we can observe the interest of the researchers in this topic, which is evidenced by the growing trend of
publications in scientific databases in recent years. AR is said to be a growing technology, and this trend is
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evident due to the increasing interest in AR research between 2016 and 2021. The highest peak of studies
occurred between 2019 and 2020. Coincidentally, during this same period, the COVID-19 pandemic started to
engulf the world, prompting further research and implementation of AR to enable some companies in the sales
business to continue selling. AR allowed these companies to resolve customers’ doubts by providing a new
virtual perspective for most of their customers. In this way, these studies contribute valuable knowledge to this
area. Most studies are inspired by companies currently utilising AR to gain a competitive advantage in the
market and enhance the customer experience. Also, from the results it is concluded that there is no standard
definition for RA. On the one hand, the definitions are related to emotional, psychological, cognitive, behavioural,
feelings, experience, and satisfaction aspects, among others. On the other hand, the definitions mostly have a
focus on technology, novelty and virtual integration. Virtual integration is a characteristic of AR [1]. The authors
also believe that AR contributes to increasing the perceived value for consumers during the purchasing process.
From the review of the characteristics of AR, it is evident that interactivity is one of the most mentioned in the
studies, followed in importance by the improvement of the customer experience and a sense of ownership,
pleasure and enjoyment. Our findings shed light on the characteristics and definitions of consumer sentiment
as described and explained by the authors in their research. Essentially, consumer sentiment is akin to studying
human behaviour, but with a specific end goal in mind. It becomes evident that the authors utilise these concepts
to capture the attention of customers and make their products more valuable, thereby generating new emotions
or feelings. Regarding the characteristics of customer experience, they have been categorised into different
groups, including perception, product evaluation, emotional responses, brand engagement, access to
information, stimuli, product testing, and interaction between the company and the customer. Most authors
also emphasise the importance of communication and mutual understanding between both parties to evoke
specific emotions or perceptions in the customer. The primary objective is often to lead the customer to test
the product, which, in turn, instils confidence in them, influencing their decision on whether to invest their
money in the product or service. The RQs mentioned in this research are discussed.
RQ: What constructs are currently being used in customer experience with AR?
As we can see in Table 6, which presents the first 38 constructs of a total of 97 identified through the
review, the main constructs that the authors used to measure, explain, and validate the customer experience
were “attitude” followed by “interactivity”, “purchase intention”, “satisfaction” and “hedonic value”. The
construct “attitude” is found to be the most relevant in the research and is related to the associated feeling that
the consumer feels towards a product. Attitude is an indicator of people's willingness to adopt a certain
favourable or unfavourable behaviour. It is said that if the consumer has a favourable attitude towards the
product, their intentions to buy and even recommend the product to other future consumers will increase [60].
Another relevant construct was “interactivity” because AR allows interaction between virtual environments
and the physical world through a technological device. Interactivity is identified to enhance engagement and
improve the flow that the customer has with the brand, achieving emotional reactions and elevating the final
consumer experience [33]. It is worth noting that this construct is related to attitude, allowing it to boost the
attitude builder, achieving the usefulness and enjoyment of the means offered by this emerging technology [85].
Another construct was “purchase intention” which is the degree of the behaviour of the consumer towards the
purchase of a product or service to generate income [79]. Purchase intention is related to customer satisfaction
[81] and satisfaction can be said to be a perceived feeling that compares the perceived attitude as the quality of
the product with an attitude that the consumer expects at the time of the experience [57]. Some authors also
associate this construct with the effort consumers are willing to invest in making purchases after a previous
experience [79]. The constructs of “hedonic value” and “utilitarian value” are mentioned as consumer attitude
characteristics; however, it was decided to separate them because some authors define these constructs
individually in their studies. The results also state that the construct of “information” allows for capturing the
confidence the consumer feels at the moment of having the experience [88]. This digital experience must be
humanized [93]. It is important to note that these constructs, along with many others, are interconnected and
play significant roles in shaping the customer experience during the purchase process.
RQ1: Does AR provide benefits in terms of hedonic values to customers?
As shown in Table 6, we can observe that 15% of the selected studies mentioned the “hedonic value”
construct that is related to attractive value [47]. The hedonic value is a perception more personal and subjective
than utilitarian value [71] where the customer enjoyment of technology [78]. It should be noted that the main
constructs are affected by the offers, novelties that the authors use to examine the customer experience. It was
also found that these constructs are often affected hedonically and utilitarily towards the customer. The results
of the review have demonstrated the importance of this construct. This result coincides with another
experimental study [77], where it was discovered that hedonic value has a positive impact on the intention to
use an AR-based application, in addition to increasing inspiration when perceiving emotional gratification.
Hsu et al. [71] emphasised that the hedonic value influences the intention to continue using an AR-based
application, so it is important to increase the enjoyment experience.

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That is, if consumers do not see AR as useful, they will not experience a positive hedonic value
towards the product. It should also be noted that customer participation at this point is critical to generate
hedonic values, which AR being an interactive technology allows to benefit these aspects of participation.
However, it is believed that AR also has to be a fun and easy tool for the customer, with the intention of having
their full attention without forcing their lack of knowledge about the technology. AR allows a great deal of
customisation to the 3D image of the product, which encourages curiosity to try the product and has the
potential to generate positive hedonic value towards the customer. The hedonic value of AR contributes to
fostering continuous usage intention and AR offers numerous positive aspects that enhance the customer’s
cognitive experience and foster hedonic value.
RQ2: Is AR perceived as an interactive and innovative technology by customers?
As shown in Table 6, we can observe that 20% of the selected studies mentioned the “interactivity”
construct and 4% the innovation construct. Interactivity is a relevant aspect because it provides opportunities
for companies to interact and cooperate with customers [69]. It is worth noting that the main constructs
influencing the customer experience are often influenced by the offers and novelties that authors use to examine
this aspect. These constructs are frequently affected both hedonically and utilitarianly from the customer’s
perspective. AR plays a significant role in generating positive feelings towards a product, as it offers a visual
aid that traditional catalogues lack. However, the hedonic value derived from AR is considered to be utilitarian
dependent. In other words, customers may experience positive emotions if they perceive AR as useful, and this
perception is influenced by the proper functioning of the technology. If consumers do not find AR useful, they
may not experience a positive hedonic value towards the product. Customer participation is critical in
generating hedonic values through AR, as it is an interactive technology that encourages active engagement.
AR should be designed to be fun and user-friendly to capture the customer’s full attention without
overwhelming them with complex technology. Moreover, hedonic value plays a crucial role in fostering
continuous intention to use AR. Through this technology, customers can continually explore different
perspectives of the products they are interested in purchasing. In conclusion, AR offers numerous positive
aspects, enhancing the customer’s cognitive experience and fostering hedonic value, which can significantly
impact their purchasing decisions.
RQ3: Is AR considered a technology capable of influencing customers’ purchase intentions?
As shown in Table 6, we can observe that 19 of the selected studies mentioned the “purchase intention”
construct and ranks third on the list of constructs due to its importance. Purchase intention is related to general
product evaluation and an emotional reaction reflecting the attitude of consumers towards an object [48]. This
construct emerges as a result of the customer’s interaction with and perception of the product during their
overall experience. In addition, among the characteristics of AR presented in Table 4 are the benefits to the
customer by enabling the purchase of an interactive product [24] and allows advertising concerning trust and
purchase intention [68]. It captivates the customer’s attention while providing enriched information about the
product. Customers can comfortably try the product in their surrounding environment, enabling them to make
informed and confident purchase decisions. Notably, researchers do not employ numerous definitions of this
construct. Some authors gauge purchase intention by the customer’s willingness to revisit the shop. This
approach stems from the fact that the analysed studies aim to determine whether the characteristics of AR can
lead to a positive purchase intention. Finally, AR's ability to provide valuable information about the
environment and the product being exhibited significantly influences the customer's purchase intention. The
technology enriches the customer experience by fostering positive feelings towards the product, thereby
encouraging a greater likelihood of making a purchase.

3.3. Limitations
This study is a contribution to knowledge, but it has limitations. First, it is limited by the databases
used, so future research should include other databases such as Web of Science to improve research. Second,
this research has been oriented towards definitions, the characteristics of AR, the customer experience, and the
most used constructs. Future research should analyse the influence of AR on customers' purchase intentions.
Third, although the findings of the literature review demonstrate the importance and benefits of its application
in the various sectors, there are challenges and limitations of AR that must be identified.

4. CONCLUSION
This article presents the results of a systematic review of articles published between 2016 and 2021,
focusing on the constructs used to evaluate customer experience. As a result, a total of 88 primary articles were
obtained. The research on AR with customer experience was most extensive between 2020 and 2021, primarily
driven by the pandemic, which led to increased emphasis on testing and studying this technology during this
period. The types of research conducted are predominantly quantitative (90%). The review results reveal that
there is no precise definition of AR, and the focus often centres on its technological and virtual integration
Augmented reality in customer experience: systematic review (Christian Cervantes)
1122  ISSN: 1693-6930

aspects. Customer experience is considered a consumer behaviour that occurs during a purchase. Interactivity
and customer experience are two of the most relevant features of AR. Interactivity involves enabling
communication between consumers and manufacturers, creating a psychological state. A total of 97 constructs
related to customer experience characteristics were identified and the most frequently used were “attitude”
followed by “interactivity”, “purchase intention”, and “satisfaction” suggesting their suitability for evaluating
customer experience. This study will help practitioners, customers, providers, marketers, and policymakers
understand the AR characteristics, customer experience characteristics, and the main constructs used to assess
customer experience with AR. Practitioners seeking to measure customer experience can consider these
identified constructs as the most effective tools for accurately assessing consumers and achieving results that
contribute to a correct evaluation. A limitation of this study is that it did not include other databases such as
Web of Science and IEEE Xplore. The results obtained from this research can be used to determine the
influence of the main constructs on customer experience in further studies. In conclusion, it is hoped that these
relevant constructs will serve as a new starting point for accurately measuring customer experience. Further
work could involve analysing more constructs oriented towards specific areas, and the evaluation could be
closed with a proposal for experimental research to validate our findings.

APPENDIX

Table 6. Customer experiences constructs

No. Construct Related to Authors
1 Attitude Development of mental images that lead to a positive attitude towards the product [4], [6], [13], [17], [24], [27],
and a greater willingness to buy [60]. Reinforcement of the consumer’s intention [32]–[34], [52], [55], [57], [58],
to continue [66]. System evaluation and consumer behavioural intention [67]. Key [60], [62]–[64], [66], [67], [77],
value creations that enable the customer to have a positive perceived value of the [79], [84], [89], [90], [94]
technology [4]. Mediating consumers’ curiosity and attention for something [89].
2 Interactivity Unique feature of AR applications [33]. Responsiveness and communication [1]–[3], [6], [14], [33], [35],
between consumers and manufacturers [60]. Consumers’ perception of how they [56], [60], [61], [65], [66], [70],
are influenced by the components of technology [2]. It elicits affective responses [71], [85], [95]–[97]
of immersion, enjoyment, and liking for the product [14]. The ability of technology
to allow users to interact, manipulate, and engage with content more easily [3]. It
facilitates the processing of information and enhances customers’ knowledge of
the product and service demonstrated [66].
3 Purchase Consumers’ willingness to buy a future product [95]. [10], [12]–[14], [26], [43], [53],
intention General product evaluation and an emotional reaction reflecting the attitude of [55], [57], [61], [63], [79], [81],
consumers towards an object [48]. [83], [89]–[91], [98], [99]
4 Satisfaction Emotional outcome of the evaluation of services [91]. Evaluation of output versus [2], [3], [6], [12], [15], [26],
input [31]. Resulting from the creative involvement of the customer [80]. Post- [31], [57], [73], [79]–[81], [87],
consumption experience that compares their perceived attitude with their expected [91], [97]
attitude [57]. Intention to recommend based on behavioural response [15].
Affective response [79]. Influence on the entertainment, educational, escapist,
aesthetic experience of the user [81].
5 Hedonic Perception more personal and subjective than utilitarian value [71]. Customer [1], [9], [17], [25], [47], [66],
value enjoyment of technology [78]. Attractive value [47]. Positive relationship with [70], [71], [76]–[78], [84], [85],
inspiration [9]. [87], [99]
6 Information Presentation of an online product [43]. Attitudes without taking into account [14], [25], [32], [43], [51], [58],
experiential hedonic responses [14]. Facilitator of consumer understanding of the [66], [71], [73], [88], [95], [98]
product [66]. Subjective evaluation of online product presentation [43].
7 Enjoy Innovative visualisation experience provided by AR [3]. Predicting inherent user [3], [6], [14], [24], [26], [27],
performance towards a new system or activity [27]. [32], [43], [53], [55], [57], [58]
8 Quality An important precursor for the development of inspiration [9]. Provokes immersive [4], [9], [14], [15], [31], [67],
cognitive and affective responses [14]. Refers to the ability to generate useful and [73], [77], [85], [86], [100]
trustworthy content [31]. Sense of realism of experience [67]. Involvement of the
experience co-creation process and visualisation of perceived value [4].
9 User Personal experience gained from an individual’s activities of exploration and [1], [9], [49], [54], [63], [68],
experience experimentation in his or her external world [94]. It involves a set of sensory, [72], [81], [82], [94], [99]
behavioural, social, and intellectual experiences using AR [72]. Customers’
experiential value of products [79].
10 Facility Perception of using an effortless function or system [3]. Synthesis of consumer [3], [9], [10], [26], [27], [34],
perceptions of the ease of use of technology [66]. Generates a mental preview of [58], [66], [67], [94], [99]
the displayed environment compared to digital content [10].
11 Intention to Satisfaction score of users of AR applications they purchase [85]. [3], [14], [32], [34], [71], [73],
use [75], [79], [85], [94], [100]
12 Utility value It derives from object-oriented service and the sense of “achievement” during the [18], [27], [55], [66], [70], [71],
shopping journey [71]. Characteristics of functional aspects to solve problems [25]. [75], [77], [78], [85], [99]
Derived from instrumental-driven, goal-oriented pleasure [70].

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Table 6. Customer experiences constructs (continue)

No. Construct Related to Authors
13 Behavioural Consumers’ willingness to buy a future product [95]. [12], [55], [56], [58], [59], [66],
intention User satisfaction outcome conscious of whether or not something is achieved [97]. [67], [83], [97], [99]
14 Utility Perception that using a technological function or system is effortless [3]. Extent to [2], [3], [14], [25], [32]–[35],
which people believe that AR increases product search or reduces effort time [14]. [58], [94], [98]
Users who consider the use of technology to be beneficial to their job
performance [94].
15 Presence Persuasive factors influencing the value of the consumer experience [101]. [10], [17], [25], [41], [47], [53],
Underlying mechanism through which the display of actual content combined [79], [101]
with a device can affect potential customers [10]. Part of the user’s physical
world [41]. Psychological state that users feel as if they are in a new world [25].
16 Control Comfort of necessary decisions translating behavioural intentions [59]. [7], [31], [59], [61], [63], [78],
[82], [102]
17 New at Ability to offer new experiences never encountered before [85]. Unique, [2], [3], [27], [35], [49], [51],
personalised, and novel information that is presented to individuals every time [85], [88], [103]
they use AR technology [2]. New, unique, personalised, and novel content that
is experienced through the AR display [3].
18 Aesthetics Ability of the application to present more realistic products in an AR [6], [12], [15], [65], [67], [75],
environment [15]. Feeling of harmony and entertainment when using the AR [81], [88], [101]
application [75]. Influence on users’ online flow experience [88].
19 Immersion Imagining the feeding process including visualising the 3D effects of the [6], [7], [14], [17], [35], [46],
technology [96]. Perception of consumers interacting with a product and enjoyi- [56], [96], [97]
ng the technology [14]. It is characterised in two ways, sensory immersion based
on media characteristics and user experience centred [17]. Psychological concept
that is often discussed but is distinguished from flow or presence [46].
20 Trust Clarity with which consumers understand and believe that these preferences are [14], [33], [45], [49], [62], [97],
correct [14]. Belief or positive attitude to something [62]. Feeling of interaction [98], [103]
and whether a product is safe or not [49].
21 Cognition Evaluating the information provided and predicting the next steps in a given [13], [50], [61], [64], [72], [79],
situation [61]. [86], [104]
22 Attractive Perceived superiority of an option over other competing options [47]. Experience [10], [47], [49], [53], [97], [99],
with which virtual elements are exhibited and enable states of presence in the [103]
environment [10]. User’s overall impression of the object being evaluated [49].
23 Flow Deep immersive state [2]. Stimulus processing that influences cognitive [2], [13], [33], [83], [88], [90],
processes [13]. Temporarily unconscious experience in which viewers engage [104]
with AR marketing with full control, enjoyment, and concentration [88].
Essential driver for customer engagement [33].
24 Perception Increased purchase intent for a product achieved by immersion in the [26], [32], [54], [67], [79], [101]
environment and increased trustworthiness [101].
25 Liveliness Positive evaluation of increased consumer immersion generated by innovative [2], [3], [27], [35], [53], [61]
media [35]. It increases the perception of information quality and also cognitive
processing [2].
26 Entertainment Influences perceived value among consumers [75]. Absorption experience [81]. [12], [51], [65], [75], [81], [98]
27 Personalisation Exclusivity, quality, and prestigious image of the products [86]. Customised AR [41], [63], [71], [85], [86]
application tailored to customers according to their unique preferences [71].
Underlying process that generated positive effects on brand responses [41].
28 Commitment Cognitive aspect, customer interactivity with brands [69]. [33], [69], [80], [85]
29 Innovation It provides opportunities for companies to interact and cooperate with [45], [62], [69], [105]
customers [69].
30 Escapism Avoiding aspects of daily life that are boring, unpleasant, or routine [12]. [12], [53], [75], [81]
31 Inspiration The customer’s psychological inspiration, driven by the concatenated effects [9], [33], [77]
of AR attributes, along with its utilitarian and hedonic benefits, significantly
influences the intention to continue using the AR shopping application and the
willingness to pay extra for it [85].
32 Inlay Visual integration of virtual content into a person’s real-world environment [78]. [13], [46], [78]
33 Availability It has a positive and direct impact on consumer loyalty intentions in AR beauty [43], [76], [94]
applications [76].
34 Efficiency Essential building block in any shopping platform [76]. [49], [76], [103]
35 Comfort Assessment of the degree of mental intangibility [59]. [46], [55], [59]
36 Compatibility Consistency with user needs [106]. [7], [84], [106]
37 Benefits Measurement that allows in various ways to acquire rich information about the [9], [73], [79]
product and to enrich consumer knowledge in the decision-making process [79].
38 Taste Familiarity and more positive attitudes towards the product [14]. [14], [72], [102]

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BIOGRAPHIES OF AUTHORS

Christian Cervantes is a Bachelor of Computer Technology, Engineering at the

University Autónoma del Peru. His research interests include web software development,
augmented reality, database management, intelligent systems development, and mobile
application development. He can be contacted at email: [email protected].

Sussy Bayona-Oré is currently a researcher at the Universidad Autónoma del

Perú and collaborates as a Professor at the Postgraduate Unit of the Faculty of Software
Engineering at Universidad Nacional Mayor de San Marcos. She received her Ph.D. in
Software Engineering from Universidad Politécnica de Madrid, Spain. Her field of expertise
focuses on emergent technologies, software development projects, process improvement,
digital transformation, and e-government. She has more than 25 years of experience in
technology areas. She has been serving as a referee of research for national and international
scientific journals, and conferences. She can be contacted at email: [email protected].

Nicolás Pintado Torre works as a web developer in Lima, Peru, while studying
for a Bachelor’s degree in Systems Engineering at the Universidad Autónoma del Perú. His
research interests include web software development, augmented reality, database
management, and UX/UI. He can be contacted at email: [email protected].

Augmented reality in customer experience: systematic review (Christian Cervantes)

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