The aim of AR is to create immersive experiences, interactive marketing campaigns, and innovative product experiences for consumers Beyond consumer engagement, AR technology can be used to measure event, advertisement and campaigns by tracking user behaviour, location, and interaction patterns in real. VR allows consumers to experience products in a realistic environment, as well as collect efficient information prior to visiting a physical store. The use of VR is enabling 360-degree view, both AR & VR application enable greater user experiential. It is getting popular to see retailer adopt AR & VR in their store.
Published in Chapter:
Digital Technology in Retail: Impact on Shopper Satisfaction
Tan Jing Pei (Anglia Ruskin University, Malaysia) and Omkar Dastane (FTMS College, Malaysia)
Copyright: © 2021
|Pages: 27
DOI: 10.4018/978-1-7998-6477-6.ch011
Abstract
Industrial Revolution 4.0 has initiated digital transformation in Asia and resulted in Retail 4.0 forcing shopping malls to upgrade themselves digitally to remain competitive. The purpose of this research is to investigate the impact of upgrading shopping malls with digital retail technology (digital up-gradation) on shoppers' satisfaction mediated by operational performance. This study adopted explanatory, quantitative research by collecting empirical data from 212 shoppers at a famous shopping mall in the city of Kuala Lumpur using convenience sampling. The normality and reliability assessment was carried out followed by confirmatory factory analysis, validity assessment, and structural equation modelling. Findings reveal that digital up-gradation has a direct impact on shopper satisfaction, and operational performance has full mediation effect between them. The chapter then discusses implications, limitations, and future research avenues in this context.