0000-0002-0987-0980Impacts of Augmented Reality in E-commerce: Advances and Trends in 2024—A Literature Review
This literature review explores recent advancements in the application of augmented reality (AR) within e-commerce, with a specific focus on consumer behavior and technological integration in 2024. AR has emerged as a transformative technology, enabling immersive shopping experiences that allow consumers to virtually interact with products, enhancing their decision-making process. The review analyzed 11 studies published in 2024, highlighting key trends such as the personalization of recommendations through the integration of artificial intelligence (AI), the impact of sensory perceptions on impulsive buying, and the barriers to AR adoption in developing markets. The methodology followed a systematic approach, with articles sourced exclusively from the SCOPUS database and filtered by relevance based on keywords and open-access criteria. The results indicate that AR positively influences purchase intentions boosting consumer confidence through enhanced visual and interactive experiences. However, challenges remain in terms of usability, accessibility, and the need for simplified interfaces to broaden adoption. Furthermore, the studies point to the potential of combining AR with AI to analyze consumer emotions and dynamically tailor experiences based on real-time emotional responses. This review concludes that although AR has the potential to revolutionize e-commerce, further research is needed to address the long-term impact of AR on consumer behavior, explore its adoption in diverse geographical contexts, and develop more intuitive and accessible AR solutions. Investigating the role of AI in emotion analysis and the personalization of AR experiences also presents a promising area for future research.
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Harnessing Artificial Intelligence for Personalized E-Commerce Strategies in International Business Expansion
Artificial Intelligence is reshaping personalized e-commerce and global growth, blending machine learning, predictive analytics, and newer models like LLMs and LAMs is turning shopping into an experience that feels culturally tuned - opening fresh international paths along the way. Studies show ultra-local personalization can boost engagement by 28–42% and reduce market entry timelines by 40–60%. Yet, this advancement brings ethical and operational challenges that differ by region. Based on extensive literature, this work proposes practical - if sometimes messy - frameworks addressing technical, ethical, economic, and legal aspects. Leading brands report NPS increases of 18–35% and internationalization cost cuts of 22–37%. More than automation, AI emerges as a strategic tool, especially when guided by human insight and cultural awareness. Success hinges on balancing global ambitions with local relevance, where AI acts both as a growth driver and a cultural bridge.
The Emotional and Empathic Dimension of Augmented Reality in E-Commerce: A Theoretical Framework for Purchase Intention
Augmented Reality (AR) is transforming e-commerce, offering immersive experiences that transcend the simple visualisation of products. However, understanding the impact of the emotional and empathetic dimensions created by such experiences on consumer purchase intent remains limited. This article proposes an innovative theoretical framework that integrates emotional constructs (valence and activation), perceived empathy (influenced by mirror mechanisms simulated in AR), user experience factors (interaction time, sensory salience, cognitive load) and perceived usefulness to model user engagement (UE) and, subsequently, purchase intention (PI) in AR-enriched e-commerce environments. The model is based on a review of recent literature (with the majority of articles between 2020-2025) on AR in e-commerce, the psychology of emotions, neurodesign and consumer behaviour, using open-access articles indexed in Scopus and Web of Science. We present specific mathematical functions to quantify EU and PI, the latter modelled using a logistic function. The proposed framework aims to offer a deeper understanding of how AR can be designed to evoke positive emotional and empathic responses, optimising engagement and enhancing the purchasing decision. The theoretical and practical implications for researchers and marketers are discussed, as well as directions for future empirical research to validate and refine the proposed model, contributing to the advancement of knowledge at the intersection of technology, psychology and marketing in the context of e-commerce.
La computación espacial como motor de innovación en marketing y comercio
Spatial computing emerges as a technological convergence that significantly transforms both marketing and commerce. This study examines this phenomenon through a systematic theoretical review complemented by the analysis of five representative cases, covering diverse sectors such as retail, cosmetics, e-commerce, construction, and agri-food. Through technologies like augmented reality, mixed reality, and advanced geolocation systems, organizations develop immersive, personalized, and contextualized experiences in real environments. The results identify consistent emerging trends: real-time contextual personalization, visualization as a trust-generating mechanism, and the extension of storytelling into physical spaces. Simultaneously, technical, ethical, and evaluative challenges are evident, requiring rethinking of traditional paradigms. The study concludes that spatial computing not only provides competitive advantages but fundamentally redefines the relationship between consumer and brand. This research offers practical implications for innovation management and proposes future research directions aimed at evaluating the experiential and symbolic impact of these technologies in various commercial contexts.
Future Perspectives in Healthcare: An Analysis of Augmented Reality and Spatial Computing in Hospital Environments
This article investigates the applicability of Augmented Reality (AR) and Spatial Computing in hospital environments, exploring how these technologies can enhance interaction between patients and healthcare professionals as well as the efficiency of medical procedures. Through a systematic literature review using the PRISMA methodology, relevant articles highlighting the potential of these technologies in the hospital setting were selected and analysed. The results suggest a growing adoption of AR and Spatial Computing, driven by the advancement of 5G technology, with the potential to improve diagnostic accuracy, the effectiveness of surgical procedures, and the educational experience of healthcare professionals. The study concludes that the integration of these emerging technologies promises to transform hospital environments, emphasising the need to overcome technical, ethical, and privacy challenges to maximise their positive impact on health.
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Transforming Sales in Healthcare: The Impact of Augmented Reality and Spatial Computing on the Medical Equipment Industry
Lately, there has been a surge of interest in spatial computing, which combines AR, VR and other technologies, especially in the health industry. While a lot has been done on its applications in such clinical aspects as surgeries and patient experience enhancement, there is less info on its application in medical equipment marketing in hospitals. This paper presents the current trends and practices in the use of networks of immersive technology in marketing medical devices. Besides surveying the secondary literature, the present investigation examines three case studies in this sector. Nowadays, most applications are not focused on promoting medical devices, making it easy to achieve innovation in this field mainly by utilising immersive technology, which has been developed for other industries.
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Artificial intelligence (AI) in the hiring process within human resources (HR)
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Scopus—
Scholar—Smart technologies in support of creative teaching-learning processes
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Scopus—Scholar—Spatial Computing and Augmented Reality — Challenges in E-Commerce
Spatial computing will undoubtedly be one of the pillars of e-commerce in the future, with the aim of combining augmented reality technology with a Head-Mounted Display device to create an immersive and augmented environment. Thus, the shopping experience as well as the user experience for the applications adopting these technologies will have to be studied. This study aims to deepen the literature on this topic, as well as trying to ascertain what will be the main trends and factors that could influence these types of technologies and studies in the coming years.
Review for Augmented Reality Shopping Application for Mobile Systems
The evolution of e-commerce has, in recent times, made a significant advance largely due to the forced digital transformation and to Sars-cov-2. Thus, augmented reality ( AR ) technology is increasingly being adopted by companies either to increase brand value or to improve the shopping experience for their consumers. This work aims to present a comparative study between some shopping applications using AR, augmented reality shopping applications ( ARSAs ), which are carried out in stores or online. The applications were studied in articles in Open Access format and the focus was to understand what their conclusions were as well as the problems and trends of future research toward this type of technologies.
The intention to use e-commerce using augmented reality – the case of IKEA place
The evolution of technologies stimulates the e-commerce market. Recently, augmented reality has been creating significant value in the retail sector. This study aims to analyse an application, IKEA Place, which allows consumers to shop online using augmented reality technology without the need for a marker to identify the surface (Markerless Augmented Reality). The model to evaluate this study was based on the constructs of Technology Acceptance Model (TAM) and other models. The sustainability of the study is exploratory and involves identifying whether this application aims to create more confidence and convenience in the acquisition of a product through the support of this technology. The study was carried out in the North of Portugal, obtaining a convenience sampling in the Porto and Braga regions. The results concluded that there are no significant differences based on sociodemographic data, the operating system used, familiarity with the organization related to the intended use. In contrast, technology changes have been found to offer consumers more confidence and convenience of purchase. Significant results were also obtained in terms of user experience, the preference of this application to make online purchases over existing channels, the future use of such technologies by users to purchase a product and the attraction of purchase regarding perceived ease of use of the application under analysis.
Augmented reality – Military application and validation through the technology acceptance model (TAM),A realidade aumentada – Aplicação no âmbito militar e a validação através do modelo de aceitação de tecnologias
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Scopus—Scholar—