IDEAS home Printed from https://ideas.repec.org/h/wsi/wschap/9789811286100_0007.html
   My bibliography  Save this book chapter

Immersive Technologies: A Critical Success Factor for Modern Retailers

In: Emerging and Evolving Business and Management Issues in Vietnam Research and Practice

Author

Listed:
  • Dong Phong Nguyen
  • Huong Ho Xuan
  • Truong Thi Hoang Oanh
  • Vo Kim Nhan
  • Angelina Nhat Hanh Le

Abstract

The retail industry has undergone a massive transformation in recent years due to rapid technological advancements. Immersive technologies such as augmented reality (AR), virtual reality (VR), and mixed reality (MR) have become essential elements for modern retailers to enhance their customer experience and stay ahead of their rivals. Based on 107 scholarly papers, this chapter provides a comprehensive review and synthesis of technological features in addition to the variety of benefits that existing and emerging immersive technologies can bring to retailers and consumers. In particular, the two main categories of immersive technology features are identified: sensory stimuli and perceptual stimuli. The benefits that these technologies offer to the success of contemporary retailers in terms of gaining new consumers, keeping existing ones, and cultivating new ones are revealed and analyzed. In addition, a set of values for customers that are made possible by immersive technologies throughout the consumer shopping journey, which consists of pre-, during-, and post-purchase phases, are presented and synthesized. Not only will academics benefit greatly from our findings but so will those in charge of running retail businesses.

Suggested Citation

  • Dong Phong Nguyen & Huong Ho Xuan & Truong Thi Hoang Oanh & Vo Kim Nhan & Angelina Nhat Hanh Le, 2024. "Immersive Technologies: A Critical Success Factor for Modern Retailers," World Scientific Book Chapters, in: Hoai Trong Nguyen & Thanh Dinh Su & Toan Luu Duc Huynh & Angelina Nhat-Hanh Le (ed.), Emerging and Evolving Business and Management Issues in Vietnam Research and Practice, chapter 7, pages 193-240, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811286100_0007
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/pdf/10.1142/9789811286100_0007
    Download Restriction: Ebook Access is available upon purchase.
    File URL: https://www.worldscientific.com/doi/abs/10.1142/9789811286100_0007
    Download Restriction: Ebook Access is available upon purchase.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Strategic Management; Environmental Uncertainty; Digital Marketing; Marketing and Digital Shift; Cultural Intelligence; Quality Measurement; Prosumption; Transitional Economy; IoT Adoption; Market Orientation; Social Investment; Productivity Growth; Fintech; New Managerialism; Financial Literacy; Digital Literacy; Personal Financial Management; Digital Financial Services; Vietnam;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • F44 - International Economics - - Macroeconomic Aspects of International Trade and Finance - - - International Business Cycles
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:wschap:9789811286100_0007. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.