Author
Listed:
- Eva Lienbacher
- Beate Cesinger
- Christine Vallaster
Abstract
Diese Literaturanalyse beschäftigt sich mit dem Stand der Forschung zum Einsatz von Augmented Reality (AR) und Virtual Reality (VR) im stationären, kleinstrukturierten Einzelhandel. Zwar steigt die Zahl der wissenschaftlichen Beiträge, die den Einsatz dieser Digitalisierungstools untersuchen, aber der spezifische Kontext eines KMU im Einzelhandel wurde bislang nicht explizit untersucht. Basierend auf der Analyse von ausgewählten 27 wissenschaftlichen Artikeln zeigt sich, dass weder AR noch VR eine one-size-fits-all-Lösung ist, sondern dass – mehr als vielleicht in größeren Unternehmen – der Nutzen aus Sicht des KMU und der Konsumenten sowie organisatorische Voraussetzungen klar im Entscheidungsprozess berücksichtigt werden müssen. Durch konkrete Überlegungen schließt dieser Beitrag eine Forschungslücke und weist auf zukünftige Forschungsfelder im Kontext KMU hin. / 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.
Suggested Citation
Eva Lienbacher & Beate Cesinger & Christine Vallaster, 2020.
"Stand der Forschung zum Einsatz von Augmented Reality und Virtual Reality im stationären Einzelhandel und Implikationen für KMU,"
ZfKE – Zeitschrift für KMU und Entrepreneurship, Duncker & Humblot, Berlin, vol. 68(3-4), pages 259-284.
Handle:
RePEc:dah:aeqzfk:v68_y2020_i3-4_q2_p259-284
DOI: 10.3790/zfke.68.3-4.259
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