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Lienbacher, E., Cesinger, B., Vallaster, C. Stand der Forschung zum Einsatz von Augmented Reality und Virtual Reality im stationären Einzelhandel und Implikationen für KMU. ZfKE – Zeitschrift für KMU und Entrepreneurship, 68(3–4), 259-284. https://doi.org/10.3790/zfke.68.3-4.259
Lienbacher, Eva; Cesinger, Beate and Vallaster, Christine "Stand der Forschung zum Einsatz von Augmented Reality und Virtual Reality im stationären Einzelhandel und Implikationen für KMU" ZfKE – Zeitschrift für KMU und Entrepreneurship 68.3–4, 2020, 259-284. https://doi.org/10.3790/zfke.68.3-4.259
Lienbacher, Eva/Cesinger, Beate/Vallaster, Christine (2020): Stand der Forschung zum Einsatz von Augmented Reality und Virtual Reality im stationären Einzelhandel und Implikationen für KMU, in: ZfKE – Zeitschrift für KMU und Entrepreneurship, vol. 68, iss. 3–4, 259-284, [online] https://doi.org/10.3790/zfke.68.3-4.259
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Stand der Forschung zum Einsatz von Augmented Reality und Virtual Reality im stationären Einzelhandel und Implikationen für KMU

Lienbacher, Eva | Cesinger, Beate | Vallaster, Christine

ZfKE – Zeitschrift für KMU und Entrepreneurship, Vol. 68 (2020), Iss. 3–4 : pp. 259–284

1 Citations (CrossRef)

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Article Details

Publisher Name
Duncker & Humblot
DOI
https://doi.org/10.3790/zfke.68.3-4.259
Language
German
Pages
26

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Individual
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Author Details

Prof. (FH) Dr. Eva Lienbacher, Fachhochschule Salzburg, Urstein Süd 1, 5412 Puch/Salzburg, Austria

Prof. Dr. Beate Cesinger, New Design University New Design University – Privatuniversität St. Pölten, Mariazeller Straße 97a, 3100 St. Pölten, Österreich

Prof. (FH) Dr. habil. Christine Vallaster, Fachhochschule Salzburg, Urstein Süd 1, 5412 Puch/Salzburg, Austria

Cited By

  1. Customer experience und digitale In-Store Technologien im kleinstrukturierten Einzelhandel

    La Garde, Shirin

    Lienbacher, Eva

    Cesinger, Beate

    ZfKE – Zeitschrift für KMU und Entrepreneurship, Vol. 70 (2022), Iss. 3-4 P.233

    https://doi.org/10.3790/zfke.70.3-4.233 [Citations: 0]

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Abstract

This literature analysis presents the state of research regarding the application of augmented reality (AR) and virtual reality (VR) in stationary, small-scale retail. Although the number of scientific contributions examining the use of these digitization tools is increasing, the specific context of SMEs in retail has not yet been explicitly examined. Based on the analysis of 27 scientific articles, this paper shows that neither AR nor VR is a one-size-fits-all solution, but that – more than perhaps in large companies – organizational requirements as well as benefits for the SME and the consumer must be taken into account in the decision-making process. This contribution closes a research gap and offers recommendations for future research in the context of SMEs.

Table of Contents

Section Title Page Action Price
Eva Lienbacher / Beate Cesinger / Christine Vallaster: Stand der Forschung zum Einsatz von Augmented Reality und Virtual Reality im stationären Einzelhandel und Implikationen für KMU 1
Zusammenfassung 1
Abstract 2
I. Einleitung und Motivation 2
II. Definition und begriffliche Abgrenzung von AR und VR im stationären Einzelhandel 4
1. AR und Einsatz im stationären Einzelhandel 4
2. VR und Einsatz im stationären Einzelhandel 5
III. Methodik der Literaturanalyse 6
IV. Ergebnisse der Literaturanalyse 7
1. Überblick über die Forschung zu VR und AR im Einzelhandel und methodische Einordnung 7
2. Inhaltliche Synopse der wissenschaftlichen Beiträge 1
a) Nutzen von VR und AR für Konsumenten 1
b) Nutzungsbarrieren aus Sicht der Konsumenten 1
V. Überlegungen aus Kundensicht und organisatorische Überlegungen zur Implementierung von VR und AR im stationären Handel 1
VI. Conclusio 2
Literatur 2

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