Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience
The objective of this article is to describe the impact that interactive technologies such as "augmented reality (AR) and Metaverse" would have on marketing, in the retail sector, and mainly on the consumer experience. Based on a detailed documentary review, mainly classified by different...
- Autores:
-
Osorio Mass, Roberto Carlos
Herazo Hoyos, César Augusto
Meléndrez Lázar, Iván Darío
Acosta López, José Fernando
Zuñiga Pérez, Luis Manuel
Restrepo Jiménez, Luis Carlos
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2024
- Institución:
- Universidad Cooperativa de Colombia
- Repositorio:
- Repositorio UCC
- Idioma:
- eng
- OAI Identifier:
- oai:repository.ucc.edu.co:20.500.12494/56512
- Acceso en línea:
- https://hdl.handle.net/20.500.12494/56512
- Palabra clave:
- Augmented reality
Metaverse
Consumer experience
- Rights
- openAccess
- License
- http://creativecommons.org/licenses/by/4.0/
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Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
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Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
| spellingShingle |
Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience Augmented reality Metaverse Consumer experience |
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Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
| title_full |
Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
| title_fullStr |
Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
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Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
| title_sort |
Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience |
| dc.creator.fl_str_mv |
Osorio Mass, Roberto Carlos Herazo Hoyos, César Augusto Meléndrez Lázar, Iván Darío Acosta López, José Fernando Zuñiga Pérez, Luis Manuel Restrepo Jiménez, Luis Carlos |
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Osorio Mass, Roberto Carlos Herazo Hoyos, César Augusto Meléndrez Lázar, Iván Darío Acosta López, José Fernando Zuñiga Pérez, Luis Manuel Restrepo Jiménez, Luis Carlos |
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Universidad Cooperativa de Colombia |
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Organizaciones y estrategia 4.0 Sinergia Digit@l GIPE |
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Augmented reality Metaverse Consumer experience |
| topic |
Augmented reality Metaverse Consumer experience |
| description |
The objective of this article is to describe the impact that interactive technologies such as "augmented reality (AR) and Metaverse" would have on marketing, in the retail sector, and mainly on the consumer experience. Based on a detailed documentary review, mainly classified by different authors and expert researchers, we will address the initial theoretical foundations, the implications, characteristics, and typologies of each of them, and at the same time, how they are breaking into an increasingly digital environment. There is still a certain lack of knowledge regarding their use and meaning; however, according to surveys conducted, more people know about them than do not know about them. It is also considered a breakthrough in terms of technological development, which will change the way the user can interact with brands, and these in turn, with their customers, and that this will result in benefits for these. |
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2024-07-23 |
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Mass, R. C. O., Hoyos, C. A. H., Lazar, I. D. M., López, J. F. A., Pérez, L. M. Z., & Jiménez, L. C. R. (2023). Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience. [Russian Law Journal, 11(5), 1211-1220. Articulo Universidad Cooperativa de Colombia] Repositorio Institucional Universidad Cooperativa de Colombia. https://www.russianlawjournal.org/index.php/journal/article/view/2805 https://hdl.handle.net/20.500.12494/56512 |
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Mass, R. C. O., Hoyos, C. A. H., Lazar, I. D. M., López, J. F. A., Pérez, L. M. Z., & Jiménez, L. C. R. (2023). Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience. [Russian Law Journal, 11(5), 1211-1220. Articulo Universidad Cooperativa de Colombia] Repositorio Institucional Universidad Cooperativa de Colombia. https://www.russianlawjournal.org/index.php/journal/article/view/2805 https://hdl.handle.net/20.500.12494/56512 23123605 |
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Adams, P. (2022, 6 de mayo). Metaverse se generaliza, pero la mayoría de los consumidores aún no lo entienden | Inmersión de marketing. MARKETINGDIVE. Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Avances recientes en realidad aumentada. IEEE Computer Graphics and Applications, 21(6), 34-47. https://doi.org/10.1109/38.963459 Azurdy, J. (2020, 5 de junio). Realidad Virtual y Aumentada: Ventajas y Desventajas. Encora. https://www.encora.com/es/blog/realidad-virtual-y-aumentada-ventajas-y-desventajas Bauer, R. A. (1960, 15 de junio). Consumer behavior as risk taking. Proceedings of the 43rd National Conference of the American Marketing Assocation, https://cir.nii.ac.jp/crid/1572543025452826496 Bonales Daimiel, G., Martínez Estrella, E. C., & Liberal Ormaechea, S. (2022). Análisis del uso del advergaming y metaverso en España y México. Revista Latina de Comunicación Social, ISSN-e 1138-5820, No . 80, 2022, 80(80), 42. https://doi.org/10.4185/RLCS-2022- 1802 Caboni, F., & Hagberg, J. (2019). Realidad aumentada en el comercio minorista: una revisión de características, aplicaciones y valor. International Journal of Retail and Distribution Management, 47(11), 1125-1140. https://doi.org/10.1108/IJRDM-12-2018-0263/FULL/XML Cascio, J. (2007, 7 de noviembre). Openness ant the Metaverse Singularity. Kurzweil. Acceleraying Intelligence. https://www.kurzweilai.net/openness-and-the-metaversesingularity Echeverría, A. (2000). Un mundo virtual. Barcelona. Plaza & Janés Editores. https://scholar.google.es/scholar?hl=es&as_sdt=0%2C5&q=ECHEVERR%C3%8DA%2 C+J.+%282000%29.+Un+mundo+virtual.+Barcelona%3A+Plaza+%26+Jan%C3%A9s &btnG= Fernández, A. (2022, 22 de febrero). La Industria Retail y el Metaverso de Zuckerberg. QuartzSales. https://blog.quartzsales.com/la-industria-retail-y-el-metaverso-de/ 17 Forbes. (2022, 24 de enero). How the metaverse will reshape e-commerce for good. Forbes. https://www.forbes.com/sites/theyec/2022/01/24/how-the-metaversewill-reshape-e-commerce-forever/?sh=1b57314e69d9 Golf-Pape, M., Heller, J., Hilken, T., Chylinski, M., de Ruyter, K., Keeling, D. I., & Mahr, D. (2022). Embracing falsity through the metaverse: The case of synthetic customer experiences. Business Horizons. https://doi.org/10.1016/J.BUSHOR.2022.07.007 Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Tocando lo intocable: Explorando la realidad aumentada multisensorial en el contexto del comercio minorista en línea. Journal of Retailing, 95, 219-234. https://doi.org/10.1016/j.jretai.2019.10.008 Herrera, G. O. (2021). EL METAVERSO ¿UNA CONSTRUCCIÓN DEL EJÉRCITO? Pensamiento Conjunto, 9(2), 7-7. http://www.pensamientoconjunto.com.pe/index.php/PC/article/view/35 Hultén, B., Broweus, N., & van Dijk, M. (2009). ¿Qué es el marketing sensorial? Sensory Marketing, Google académico, 1-23. https://doi.org/10.1057/9780230237049_1 Ketron, S. (2018). Tamaños de producto percibidos en entornos visualmente complejos. Journal of Retailing, 94(2), 154-166. https://doi.org/10.1016/J.JRETAI.2018.04.001 Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59. https://doi.org/10.1002/DIR.20113 Lara, L. H., & Benítez, J. L. v. (2007). Realidad Aumentada: una tecnología en espera de usuarios. Revista Digital Universitaria. https://www.ru.tic.unam.mx/handle/123456789/1278 Laroche, M., Bergeron, J., & Goutaland, C. (2001). A Three-Dimensional Scale of Intangibility. JOURNAL OF SERVICE RESEARCH. Laroche, M., Mcdougall, G. H. G., Bergeron, J., Montreal, I., & Yang, Z. (2004). Exploring how intangibility affects perceived risk. Journals.Sagepub. Com, 6(4), 373-389. https://doi.org/10.1177/1094670503262955 Lu, Y., & Smith, S. (2007). Augmented reality E-commerce assistant system: Probando mientras se compra. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 4551 LNCS (PART 2), 643- 652. https://doi.org/10.1007/978-3-540-73107-8_72/COVER Márquez, I. v. (2011). Metaversos y educación: Second Life como plataforma educativa. Revista Científica de Comunicación y Tecnologías Emergentes, 9(Revista ICONO 14), 151-166. http://icono14.net/ojs/index.php/icono14/article/view/30 Mochales, M., & M. (2021, 15 de marzo). Barcode vs. QR Code: differences to know which one to choose. Perfil. https://profile.es/blog/codigo-de-barras-codigo-qr-diferencias/ Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers' assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51-65. https://doi.org/10.1007/BF02729762 Pantano, E., & Timmermans, H. (2014). ¿Qué es inteligente para el comercio minorista? Procedia Environmental Sciences, 22(Elsevier), 101-107. https://doi.org/10.1016/J.PROENV.2014.11.010 Papagiannidis, S., Pantano, E., See-To, E. W. K., Dennis, C., & Bourlakis, M. (2017). Sumergirse o no? Experimentación con dos entornos minoristas virtuales. Information Technology and People, 30(1), 163-188. https://doi.org/10.1108/ITP-03-2015- 0069/FULL/HTML Poushneh, & A. (2018). Realidad aumentada en el comercio minorista: Un compromiso entre el control del usuario sobre el acceso a la información personal y la calidad del aumento. Elsevier, 41(Elsevier), 169-176. https://doi.org/10.1016/j.jretconser.2017.12.010 Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Impacto discernible de la realidad aumentada en la experiencia, satisfacción y disposición de compra del cliente minorista. Elsiever, 34(Elsiever), 229-234. https://doi.org/10.1016/j.jretconser.2016.10.005 PuroMarketing. (2022, 9 de mayo). Puede que sea muy emocionante, pero la mayoría de los consumidores siguen sin entender el metaverso. PuroMarkting. https://www.puromarketing.com/150/36303/puede-emocionante-pero-mayoriaconsumidores-siguen-entender-metaverso Stephenson, N. (2003). Snow crash: Una novela (Spectra, Ed.). Editorial Gigamesh S.A. https://books.google.es/books?hl=es&lr=&id=RMd3GpIFxcUC&oi=fnd&pg=PA1&dq= snow+crash+metaverse&ots=2aW4KMEIHa&sig=0XlVg-TGKKsnYWDhm3LRmG4Eic Teamwork Commerce. (2022, 16 de mayo). El Metaverso y el Futuro del Comercio Minorista. Teamwork Commerce. https://teamworkcommerce.mx/el-metaverso-y-el-futuro-delcomercio-minorista/ Viejo-Fernández, N. (2021). Retail y tecnología, la pareja perfecta. Brazilianjournals.Com, 3(1), 517-536. https://doi.org/10.34140/bjbv3n1-032 Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. Marketing of Services, 9(Google académico), 25-32. |
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Osorio Mass, Roberto CarlosHerazo Hoyos, César AugustoMeléndrez Lázar, Iván DaríoAcosta López, José FernandoZuñiga Pérez, Luis ManuelRestrepo Jiménez, Luis CarlosUniversidad Cooperativa de ColombiaOrganizaciones y estrategia 4.0Sinergia Digit@lGIPE2024-07-23T23:01:10Z2024-07-23T23:01:10Z2024-07-23Mass, R. C. O., Hoyos, C. A. H., Lazar, I. D. M., López, J. F. A., Pérez, L. M. Z., & Jiménez, L. C. R. (2023). Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience. [Russian Law Journal, 11(5), 1211-1220. Articulo Universidad Cooperativa de Colombia] Repositorio Institucional Universidad Cooperativa de Colombia. https://www.russianlawjournal.org/index.php/journal/article/view/2805 https://hdl.handle.net/20.500.12494/5651223123605https://hdl.handle.net/20.500.12494/5651223123605The objective of this article is to describe the impact that interactive technologies such as "augmented reality (AR) and Metaverse" would have on marketing, in the retail sector, and mainly on the consumer experience. Based on a detailed documentary review, mainly classified by different authors and expert researchers, we will address the initial theoretical foundations, the implications, characteristics, and typologies of each of them, and at the same time, how they are breaking into an increasingly digital environment. There is still a certain lack of knowledge regarding their use and meaning; however, according to surveys conducted, more people know about them than do not know about them. It is also considered a breakthrough in terms of technological development, which will change the way the user can interact with brands, and these in turn, with their customers, and that this will result in benefits for these.Universidad cooperativa de ColombiaInnovación y tecnología10 p.application/pdfengUniversidad Cooperativa de Colombia, Facultad de Ciencias Económicas, Administrativas y Contables, Administración de Empresas, MonteríaMonteríahttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessAttribution 4.0 Internationalhttp://purl.org/coar/access_right/c_abf2https://www.russianlawjournal.org/index.php/journal/article/view/2805Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experienceArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttps://www.russianlawjournal.org/index.php/journal/article/view/280512205121111Russian Law JournalAdams, P. (2022, 6 de mayo). Metaverse se generaliza, pero la mayoría de los consumidores aún no lo entienden | Inmersión de marketing. MARKETINGDIVE.Azuma, R., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Avances recientes en realidad aumentada. IEEE Computer Graphics and Applications, 21(6), 34-47. https://doi.org/10.1109/38.963459Azurdy, J. (2020, 5 de junio). Realidad Virtual y Aumentada: Ventajas y Desventajas. Encora. https://www.encora.com/es/blog/realidad-virtual-y-aumentada-ventajas-y-desventajasBauer, R. A. (1960, 15 de junio). Consumer behavior as risk taking. Proceedings of the 43rd National Conference of the American Marketing Assocation, https://cir.nii.ac.jp/crid/1572543025452826496Bonales Daimiel, G., Martínez Estrella, E. C., & Liberal Ormaechea, S. (2022). Análisis del uso del advergaming y metaverso en España y México. Revista Latina de Comunicación Social, ISSN-e 1138-5820, No . 80, 2022, 80(80), 42. https://doi.org/10.4185/RLCS-2022- 1802Caboni, F., & Hagberg, J. (2019). Realidad aumentada en el comercio minorista: una revisión de características, aplicaciones y valor. International Journal of Retail and Distribution Management, 47(11), 1125-1140. https://doi.org/10.1108/IJRDM-12-2018-0263/FULL/XMLCascio, J. (2007, 7 de noviembre). Openness ant the Metaverse Singularity. Kurzweil. Acceleraying Intelligence. https://www.kurzweilai.net/openness-and-the-metaversesingularityEcheverría, A. (2000). Un mundo virtual. Barcelona. Plaza & Janés Editores. https://scholar.google.es/scholar?hl=es&as_sdt=0%2C5&q=ECHEVERR%C3%8DA%2 C+J.+%282000%29.+Un+mundo+virtual.+Barcelona%3A+Plaza+%26+Jan%C3%A9s &btnG=Fernández, A. (2022, 22 de febrero). La Industria Retail y el Metaverso de Zuckerberg. QuartzSales. https://blog.quartzsales.com/la-industria-retail-y-el-metaverso-de/ 17 Forbes. (2022, 24 de enero).How the metaverse will reshape e-commerce for good. Forbes. https://www.forbes.com/sites/theyec/2022/01/24/how-the-metaversewill-reshape-e-commerce-forever/?sh=1b57314e69d9Golf-Pape, M., Heller, J., Hilken, T., Chylinski, M., de Ruyter, K., Keeling, D. I., & Mahr, D. (2022). Embracing falsity through the metaverse: The case of synthetic customer experiences. Business Horizons. https://doi.org/10.1016/J.BUSHOR.2022.07.007Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Tocando lo intocable: Explorando la realidad aumentada multisensorial en el contexto del comercio minorista en línea. Journal of Retailing, 95, 219-234. https://doi.org/10.1016/j.jretai.2019.10.008Herrera, G. O. (2021). EL METAVERSO ¿UNA CONSTRUCCIÓN DEL EJÉRCITO? Pensamiento Conjunto, 9(2), 7-7. http://www.pensamientoconjunto.com.pe/index.php/PC/article/view/35Hultén, B., Broweus, N., & van Dijk, M. (2009). ¿Qué es el marketing sensorial? Sensory Marketing, Google académico, 1-23. https://doi.org/10.1057/9780230237049_1Ketron, S. (2018). Tamaños de producto percibidos en entornos visualmente complejos. Journal of Retailing, 94(2), 154-166. https://doi.org/10.1016/J.JRETAI.2018.04.001Kim, J., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59. https://doi.org/10.1002/DIR.20113Lara, L. H., & Benítez, J. L. v. (2007). Realidad Aumentada: una tecnología en espera de usuarios. Revista Digital Universitaria. https://www.ru.tic.unam.mx/handle/123456789/1278Laroche, M., Bergeron, J., & Goutaland, C. (2001). A Three-Dimensional Scale of Intangibility. JOURNAL OF SERVICE RESEARCH. Laroche, M., Mcdougall, G. H. G., Bergeron, J., Montreal, I., & Yang, Z. (2004). Exploring how intangibility affects perceived risk. Journals.Sagepub. Com, 6(4), 373-389. https://doi.org/10.1177/1094670503262955Lu, Y., & Smith, S. (2007). Augmented reality E-commerce assistant system: Probando mientras se compra. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 4551 LNCS (PART 2), 643- 652. https://doi.org/10.1007/978-3-540-73107-8_72/COVERMárquez, I. v. (2011). Metaversos y educación: Second Life como plataforma educativa. Revista Científica de Comunicación y Tecnologías Emergentes, 9(Revista ICONO 14), 151-166. http://icono14.net/ojs/index.php/icono14/article/view/30Mochales, M., & M. (2021, 15 de marzo). Barcode vs. QR Code: differences to know which one to choose. Perfil. https://profile.es/blog/codigo-de-barras-codigo-qr-diferencias/Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers' assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51-65. https://doi.org/10.1007/BF02729762Pantano, E., & Timmermans, H. (2014). ¿Qué es inteligente para el comercio minorista? Procedia Environmental Sciences, 22(Elsevier), 101-107. https://doi.org/10.1016/J.PROENV.2014.11.010Papagiannidis, S., Pantano, E., See-To, E. W. K., Dennis, C., & Bourlakis, M. (2017). Sumergirse o no? Experimentación con dos entornos minoristas virtuales. Information Technology and People, 30(1), 163-188. https://doi.org/10.1108/ITP-03-2015- 0069/FULL/HTMLPoushneh, & A. (2018). Realidad aumentada en el comercio minorista: Un compromiso entre el control del usuario sobre el acceso a la información personal y la calidad del aumento. Elsevier, 41(Elsevier), 169-176. https://doi.org/10.1016/j.jretconser.2017.12.010Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Impacto discernible de la realidad aumentada en la experiencia, satisfacción y disposición de compra del cliente minorista. Elsiever, 34(Elsiever), 229-234. https://doi.org/10.1016/j.jretconser.2016.10.005PuroMarketing. (2022, 9 de mayo). 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