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Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format Read chapter Read first chapter

2019 | OriginalPaper | Chapter

V-Commerce in Retail: Nature and Potential Impact

Authors : Anouk de Regt, Stuart J. Barnes

Published in: Augmented Reality and Virtual Reality

Publisher: Springer International Publishing

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Abstract

V-commerce is an emerging phenomenon that is gaining traction in marketing and business literature and is becoming specifically more prominent in content related to retail practices. However, interpretations and explanations as to what exactly v-commerce refers to and comprises are inconsistent. This paper addresses the fluid conceptualisation of the v-commerce terminology and advocates the usage of v-commerce terminology exclusively for referring to, and as an abbreviation of, virtual commerce—for which a unified definition will be proposed. Taking a business-to-consumer approach, the current implementations of virtual commerce in the retail sector, as well as the potential and future research implications will be discussed.

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previous chapter Augmented Reality in Real Stores: Empirical Evidence from Consumers’ Interaction with AR in a Retail Format
next chapter A Virtual Reality and Retailing Literature Review: Current Focus, Underlying Themes and Future Directions
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Metadata
Title
V-Commerce in Retail: Nature and Potential Impact
Authors
Anouk de Regt
Stuart J. Barnes
Copyright Year
2019
Book
Augmented Reality and Virtual Reality

Print ISBN: 978-3-030-06245-3

Electronic ISBN: 978-3-030-06246-0

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-06246-0_2

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