Factor Customer Perception of Augmented Reality in Online Shopping: Systematic Literature Review
Silviana Rani Hasna Putri*, Salma Lailatul Alifah, Alexander A S Gunawan

Computer Science Department, School of Computer Science, Bina Nusantara University, Jakarta, Indonesia 11480
*silviana.binus[at]binus.ac.id, salma.alifah[at]binus.ac.id, aagung[at]binus.edu

Abstract

Augmented reality implemented in online shopping as tools for helping customer to eliminates worries from product expectations. Customer perception of implemented augmented reality in online shopping can improve service quality and expectation for buying decision and loyalty. Previous researchers have attempted to examined customer perception of augmented reality in different kind of online shopping and the result are not consistent. Therefore, the purpose of this research is to perform a study on literature related to customer perception of augmented reality in different kind of online shopping and analyze the identified factors under different criteria. Accordingly, the researchers gathered studies related to augmented reality in online shopping between the period 2015 and 2020. The study identified thirty previous studies done by different researchers which revealed thirty-six different factors affecting customer perception in eleven different type of augmented reality that implemented in online shopping. Those thirty-six factors from eleven type implemented augmented reality analyze under different criteria and result presented that ^ease of use^ is the most frequently used factor followed by ^interactive and communicative^. Those result can be used by future researchers in their studies and be a consideration to improve customer perception which can lead to a variety of benefits.

Keywords: Augmented Reality (AR), Online Shopping, Customer Perception, E-commerce

Topic: Computer Science