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...

Full description

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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repository_id_str
dc.title.eng.fl_str_mv Interactive technologies: the influence of augmented reality and the metaverse on the retail sector and the consumer experience
title 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
title_short 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
title_full_unstemmed 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
dc.contributor.author.none.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
dc.contributor.corporatename.none.fl_str_mv Universidad Cooperativa de Colombia
dc.contributor.researchgroup.none.fl_str_mv Organizaciones y estrategia 4.0
Sinergia Digit@l
GIPE
dc.subject.proposal.eng.fl_str_mv 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.
publishDate 2024
dc.date.accessioned.none.fl_str_mv 2024-07-23T23:01:10Z
dc.date.available.none.fl_str_mv 2024-07-23T23:01:10Z
dc.date.issued.none.fl_str_mv 2024-07-23
dc.type.none.fl_str_mv Artículo de revista
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dc.identifier.citation.none.fl_str_mv 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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identifier_str_mv 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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dc.relation.citationvolume.none.fl_str_mv 11
dc.relation.ispartofjournal.none.fl_str_mv Russian Law Journal
dc.relation.references.none.fl_str_mv 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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spelling 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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