How the COVID-19 pandemic may

accelerate millennials’ adoption of

augmented reality
Federica Caboni, Lucia Pizzichini

Introduction & Literature Review:

Augmented reality (AR) technology, which is currently actively used in the retail sector and is
swiftly changing consumer behavior and business tactics. In this essay, we will discuss how the
coronavirus disease 2019 (COVID-19) pandemic has affected customer behavior in the retail
sector and how augmented reality (AR) technology may be used as a legal and effective
response.

Accordingly, augmented reality (AR) is playing a central role in the retail sector (R. T. J. P. t.
Azuma & environments, 1997), rapidly changing customers’ behaviors (R. Azuma et al., 2001)
(Pantano & Services, 2016).

Methodology:

By analyzing two retail-sector AR applications, exploratory research was carried out to ascertain
how augmented reality (AR) has assisted consumers shop differently than they did before the
coronavirus disease 2019 (COVID-19) pandemic (apps) with in-depth interviews (Moore &
Journal, 1998). Thematic analysis (Gioia, Corley, & Hamilton, 2013) was used to evaluate in-
depth interviews (Pantano & Services, 2016).

This research identifies a novel paradigm connecting COVID-19 and AR by outlining a number of
variables that have affected customers' purchasing behaviors and are connected to the rapid
spread of COVID-19. It also demonstrates how interactive technology, such augmented reality
(AR), may be used to improve shopping experiences and get over retailing difficulties brought
on by outside environmental factors like COVID-19 (Trzebiński, Cabański, Czarnecka, & Trauma,
2020). AR is an interactive technology that can be used to offer an immersive shopping
experience (Caboni, Hagberg, & Management, 2019). Augmented Reality (AR) make the
personalize retail shopping journeys for the consumers (Perannagari, Chakrabarti, &
Management, 2020). This study however shown how the use of interactive technology (Siregar,
Kent, & Management, 2019). The new technologies such as AR, helps people to cope the rules
and conditions (Wilder-Smith & Freedman, 2020).

References:

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Azuma, R. T. J. P. t., & environments, v. (1997). A survey of augmented reality. 6(4), 355-385.
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features, applications and value.
Gioia, D. A., Corley, K. G., & Hamilton, A. L. J. O. r. m. (2013). Seeking qualitative rigor in inductive
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Moore, C. M. J. J. o. F. M., & Journal, M. A. I. (1998). L'internationalisation du prât‐à‐porter: The case of
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Wilder-Smith, A., & Freedman, D. O. J. J. o. t. m. (2020). Isolation, quarantine, social distancing and
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coronavirus (2019-nCoV) outbreak.