13th International Conference on Information & Communication Technology and System (ICTS) 2021

The Implementation of Augmented Reality in E-

Commerce Customization: A Systematic Literature
Review
2021 13th International Conference on Information & Communication Technology and System (ICTS) | 978-1-6654-4059-2/21/$31.00 ©2021 IEEE | DOI: 10.1109/ICTS52701.2021.9608322

Fu’adi, Dhena Kamalia Hidayanto, Achmad Nizar Inan, Dedi I.

Faculty of Computer Science Faculty of Computer Science Universitas Papua
Universitas Indonesia Uniersitas Indonesia Manokwari, Indonesia
Depok, Indonesia Depok, Indonesia [email protected]
[email protected] [email protected]
Phusavat, Kongkiti
Kasetsart University
Bangkok, Thailand
[email protected]

Abstract—The rapid change in technology has turned the consumers to use gestures freely and various bodily actions and
interaction between the customer and e-commerce application directly interact with virtual products based on personal
into more realistically. One of the advanced technologies in e- preference [4].
commerce is Augmented Reality (AR). The implementation of
AR in e-commerce has been vast and diverse. One of these is to AR is an interactive technology that has been widely used
help customizing products based on customer needs. In and has been popular in retail as its ability to provide
understanding the extent of implementation for customization in enjoyment and deliver convenience value to customers [5]. The
AR e-commerce and its limitations, a systematic literature review widespread adoption of retail has been conducted in many
was carried out from previous papers. From five paper databases studies to understand AR usage factors in different contexts
whose publication dates range from 2012 to 2021, 32 papers [5].
discuss AR customization in e-commerce. The explanation of this
result is divided into six research objectives, such as customer Although the research of reality technology has been done
experience, behavioral response, purchase intention, adoption since early 2000, it is still in an exploratory phase when it
and acceptance, brand love, and attitude toward risk. In this comes to its usage and still needs much technological
paper, the explanation of customization in AR e-commerce will advancement because there is still a lack of scientific
be divided into the implementation and future works. information and empirical research [3]. Furthermore, a report
stated that most of the returned products from e-commerce
Keywords—augmented reality, e-commerce, online shopping, come from apparel with around 70% because of the wrong size
customization, systematic literature review or color [6].
However, a survey by DigitalBridge in 2017 stated that
I. INTRODUCTION most firms (51%) fail to take full advantage of the technology
Retail e-commerce sales has been globally increased and and one of the main reasons firms are not successfully
forecasted to grow up until 2023 [1]. But because of integrating digital online and offline customer experience [7].
Coronavirus, which was first found in Wuhan, China, in late
This research is about a review of the AR implementation
2019, e-commerce’s website traffic is affected and hit the
in e-commerce, especially in customization. Besides the
worst in the first month of 2020. But then the rate is getting
implementation, some limitations and future studies written in
higher in May 2020 with the growth rate of 2.73% [2]. This
the previous articles are also described in this paper. In getting
growth showed that e-commerce is still being used and needed
detailed information, we propose some research questions. The
by people.
research questions are:
Digital technology has impacted e-commerce as the media
1. How is the implementation of AR in e-commerce
and other industries transformed. The digital technologies that
customization?
change the e-commerce industries are 3D, the Internet of
Things, Virtual Reality, Augmented Reality, and Artificial a. How many papers have discussed about
Intelligence. The changes impact not only the e-commerce customization using AR in e-commerce?
business like marketing and relationship with customers, but b. What are the objectives and motivations in
also the operations to get more efficient [3]. using AR in customization in e-commerce?
c. What methods and technology used in
One of the improving usage of digital technology is implementing AR in e-commerce
Augmented Reality or AR as it solves the complete product customization?
information of consumers’ bodies in real time. This AR feature d. What are the implications of using AR in
has been implemented in e-commerce, such as IKEA, eBay, customization in e-commerce?
DeBeers, Mini, Snap, L’Oreal, Akzo Nobel, Nike, and Zugara.
With this AR try-on sensory effects, AR’s advance allows

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 2. What are the research directions for future works in III. RESEARCH METHODOLOGY
AR customization in e-commerce? This paper uses SLR guidelines proposed by Kitchenham
This paper consists of five sections. First is the [14] and Kitchenham and Charters [15] with three main steps.
introduction, which explains the background of the research. First, it identifies the research problem and builds a research
Second is related work about 3D technology in e-commerce protocol for defining research questions, boolean search,
and the difference between VR, AR, and MR. The following database source, inclusion and exclusion criteria, and
section is the research methodology explanation, the fourth assessment criteria. The next step is implementing the research
describes the results and discussion, and the last is a protocol and getting the results from inclusion and exclusion
conclusion. criteria, quality assessment, data extraction, and data synthesis.
Then writing the results is the last step.
II. RELATED WORK
A. Defining Research Question
A. 3D Technology in E-Commerce The research questions have been written in the
Digital technology transformation in industry has moved introduction section before.
into many sectors, not only media and entertainment industries,
but also e-commerce, m-commerce, and social media [3]. The B. Boolean Search and Database Selection
transformation changes the way the business runs, like the There are five databases used in this research: ACM Digital
marketing, the relationship with customers, and the operations Library, Emerald Insight, IEEE Xplore, ScienceDirect, and
to achieve a more efficient value chain [3]. One of these Scopus. These databases were accessed from Universitas
technologies is 3D. Indonesia's online library website. Almost all of these
The implementation of 3D technology in retail is different databases used the same keyword in specifying the literature,
between in conducting interaction with customers and in but there are a little different keyword specifications in
industry. In e-commerce, 3D is a transformative and disruptive ScienceDirect's database. The Science Direct database has
technology in the way products are designed and developed, different limitations in conducting the Boolean search, so we
while 3D in the industry is used as 3D virtual prototypes and divided the keywords into several parts in defining the
3D printed prototypes [3]. Besides, online stores also use 3D to commerce. The keyword use is ("mobile commerce" OR "m-
arrange their environment store layout to enhance customer commerce" OR "electronic commerce" OR "e-commerce" OR
service in online shopping [8]. "electronic marketplace" OR "e-marketplace" OR "online
shopping" OR "internet shopping" OR "social commerce")
3D in e-commerce has many benefits. It increases the AND ("customiz*" OR "personaliz*" OR "config*") AND
functionality and interactivity, improves direct interaction ("AR" OR "augmented reality").
between customers and products, and enhances the details of
sensory depth perception. The sensory depth also makes C. Inclusion and Exclusion Criteria
products more realistic and engages better experience to
In order to find the most relevant literature, some inclusion
customers [9]. 3D technology is a primary element of Virtual
and exclusion criteria were managed. We limited the papers
Reality, Augmented Reality, and Mixed Reality [10].
specifically according to the year and the type of publication.
The inclusion and exclusion criteria are listed in Table 2.
B. Virtual Reality, Augmented Reality, and Mixed Reality
There are different types of technology to use and apply in TABLE II. INCLUSION AND EXCLUSION CRITERIA
experiential retailing. These technologies are VR, AR, and MR
Step Inclusion Criteria Exclusion Criteria
in which they are different in multiple ways. The distinction
among these three technologies is explains in Table 1. Initiation Between 2012-2021 Less than 2012
• The paper is written • Non-scientific publication
TABLE I. THE DIFFERENCE AMONG VR, AR, AND MR in English • Duplicate paper
Step 2
• The paper must • Non-article paper (editorials,
Difference VR AR MR (Title,
mention AR in e- prefaces, article summaries)
Abstract,
A merger of commerce • Paper not related to AR in e-
An integration A complete 3D and
computer- • The paper is about commerce
of digital virtual Keyword
generated 3D application in
Definition information and representation Selection)
constructs with customization e-
actual world of actual world
real-world virtual commerce
[11] [11]
constructs [11] • Duplicate paper
Webcam or Monitors, Head Mounted • Paper about literature review
smartphone screens, Display [13] • Discussion paper
Electronic camera, or smartphone, Step 3
(Full-Text AR in e-commerce • Posters
Tool smart glasses Head Mounted • Short paper, less than four
[11] Display, and Selection)
pages
cubes [12]
• Paper not related to AR
Still find Still find customization in e-commerce
Human themselves in Fully themselves in
Involvement actual, physical Immersive [11] actual, physical
world [11] world [11]

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D. Quality Assessment B. Implementation of AR in E-Commerce
Some checklist questions for quality assessment were The implications of Augmented Reality in e-commerce are
applied to get a clear explanation of AR implementation. This diverse. To easily understand the AR usage, we divided this
assessment was taken after the full-text selection. The explanation into two main criteria: the AR application in
questions for quality assessment were: serving a better performance, and the second is the AR
1. Does the article describe the research purpose clearly? implementation to have a better relationship with customers.
2. Does the article describe the research results clearly? Most of the AR implementations are interaction technology
3. Does the article provide conclusions that are relevant that is a virtual try-on product. The applications of the studies
to the research objective/problem? are varied, and the details of these are listed in Table 5. From
32 literature, two articles are included in the first criteria, and
E. Data Extraction and Data Synthesis the rest are joined in the second criteria. We will expound on
Data extraction and data synthesis were the last step before the better performing AR in e-commerce first.
writing the report. In synthesizing the paper, we compare, Both articles in advancing AR performance are products
contrast, criticize, synthesize, and summarize to get the most try on virtual using footwear for executing. The author
relevant articles to answer the research questions. develops a cloud service framework to evaluate footwear
design using a video of feet motion uploaded to the cloud. The
IV. RESULTS AND DISCUSSION authors found a problem in the design process of footwear, as
the users. This framework uses users' feet motion as the input
A. Literature Review Results
and will receive virtual try in a clip at the end-users [16]. The
In this systematic literature review paper, 32 articles were second article is about footwear customization that uses
selected as the final results, after initiation, abstract, keyword, FingARTips, which uses visual tracking to detect a set of
title selection, full-text selection, and quality assessment. The simple gestures based on the artificial vision library. This
explanation about the number of articles in each step was
implementation also uses CAD/CAM software that can have a
described in Table 3.
high computational with low-cost equipment [17].
The AR relationship with customers in e-commerce has
TABLE III. NUMBER OF PAPERS OF EACH STAGE
many objectives. The objectives of using AR in e-commerce
Step 2
Step 1 Title, Abstract,
Step 3 Step 4 are diverse. Moreover, this categorization aims to make it
Database Full-Text Quality easier for researchers to see literature that is in accordance
Initiation Keyword
Exclusion Assessment
Exclusion with user needs, because understanding user desires is
ACM Digital
7 0 0 0 something that is not easy [9]. However, some of the
Library
Emerald literatures have the same goal direction, which are (1)
380 35 9 9 customer experience that consists of flow experience, brand
Insight
IEEE Xplore 7 5 0 0 experience, and experiential value, (2) customer behavior
Science response that consist of interactivity, cognitive, and behavioral
579 70 16 16 response, (3) customer purchase intention that consists of
Direct
Scopus 1004 92 7 7 attitude toward the product, purchase intention, customer
decision process, and customer satisfaction, (4) customer
Total 1.974 202 32 32
acceptance that consists of customer acceptance, intention to
adopt, and user evaluation, (5) customer brand love that
From one decade Boolean search, 2012 to 2021, it can be consists of customer usage intention, brand love, and loyalty,
seen that there are no articles in 2014, 2015, and 2021. and (6) customer attitude toward risk.
Moreover, the most popular for this topic happens in 2019. This paper explains the paper's theory, research object, and
The diagram explanation is given in Figure 1. the implementation of AR e-commerce based on research'
objective grouped before. Table 4 describes the theory used,
and Table 5 describes the research object used in the previous
papers.

TABLE IV. RESEARCH THEORY

Research
Theory or Model Used
Objectives
Flow Theory [18] [19] , Virtual Liminoid Theory
[18], Cue Utilization Theory [19], Self-
Customer
Determination Theory [4], The Concept of Self-
Experience
Evaluation [4], Cognitive Theory [20], Narrative
Theory [21], Media Richness Theory [21]

Fig. 1. Number of Published Article per Year

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 Research
Theory or Model Used
AR reality congruence is also equal to web product [27].
Objectives Furthermore, in another papers AR is less effective than
Technology Acceptance Model [22] [23] [24] pictures of human models in the m-commerce setting because
[25], Stimulus-Organism-Response Model [26], of the limitation of eco tools and poor AR.
Behavioral
Uses and Gratification Theory [27], Feeling as
Response
Responsible Theory [27], Theory of Reasoned AR articles with the objective of purchase intention are the
Action [24], Cognitive Consistency Theory [24] most published articles, with most of the objectives are
Stimulus-Organism-Response model [6], Self-
attitudes toward product and purchase intention. For this,
reference Theory [28], Cognitive Fit Theory [29] some AR implementation is:
Purchase Intention
[20], Psychological Ownership Theory [30], 1. Using spatial presence and personalization [41],
Equity Theory [31] personalized motion [37], ability to control access to
Adoption and
Technology Acceptance Model [32] personal information [31], more 3D product
Acceptance information [40], and applying environmental
Prospect Theory [33], The Value-Attitude- embedding and simulated physical control [30] [20],
Behavior Hierarchy Consumer Decision Model
Brand Love
[33], Self-Referencing Theory [34], Delone and
also performing quality and test believe [28].
Mclean Information Success Model [29] 2. Some variables used for this goal are perceived ease
Attitude toward of use [36], perceived enjoyment [36] [35] [42], new
- store perception [36], perceived usefulness [35],
Risk
privacy risk [35], real time interactivity [18],
TABLE V. RESEARCH OBJECT entertainment [18], and informativeness [42].
Application Articles
However, there are also some different results among
papers. In paper [42], informativeness can influence
[33], [18], [4], [6], [21],
Garments [22], [35], [25]¸ [36], [34],
behavioral responses that lead to purchase intention and
[37], [28] willingness to buy. Nevertheless, in [29], informativeness does
not influence purchase intention. Moreover, in [6], AR has
Footwear [38], [16], [17]
less to make a decision, while physical try-on has higher
Accessories [18], [4], [34] attitude and purchase intention, good visual information, and
Watch [30]
higher telepresence level than AR in e-commerce [6].
The implementation of AR with the objective of
[39], [31], [40], [23], [32],
Glasses acceptance, adoption, and user evaluation are:
[38]
1. Using body image [39]. Body image can form
[26], [24], [41], [42], [20],
Mekeup
[43] consumer evaluation that influences their media
[31], [27], [32], [41], [44],
usefulness and enjoyment.
Furniture
[28], [29] 2. Apply hedonic variable (for enjoyment and pleasure)
Others (Car, Laptop, Restaurant, Toys, and utilitarian variable (for information) [32], and this
[32], [20], [45], [19], [31] is supported by using TAM and using different
Wine Shop, and Space Journey)
semantic pairs for analyzing specific strength and
The objective of having customer experience in using AR weakness of AR application [32].
e-commerce leads to having some different implementation in Another research’ objective is to get the brand value. Some
papers. These implementations are: AR implementation applies different variables in conducting
1. Using EE and SP [20], having endless interactions this goal, that is (1) convenience, emotional, and social value
with virtual information [40], enhancing audiovisual [33], (2) information quality and visual quality [29], and (3)
modality and synchronizing body control [4], using self-reference (rehearsability and high-level ownership
haptic imagery and sense of self-location [18], and control) and vivid product utilization [34].
having narrative experience for user [21]. Moreover, to have less risk on using AR and get a long-
2. Matter consumers’ intrinsic motivation variables [4]. term benefit AR, the things that can be done are making
The use of AR is slightly different for the papers whose customers feel familiar with the condition of choosing the
objective is response towards product. Some papers believe product online. AR’s need is a more complex, more realistic,
that AR can create brand value by simplifying decision and maybe less fun but more efficient application in design
making [22], purchase intention [26], support buying decision [38].
[23], and increase attitude toward product [21]. Nevertheless, C. Research Directions for Future Works
there are different results in the relation between AR and
Most articles provide research limitations and
customer response toward the product that some papers reveal
recommendations for future work. Based on the published
that AR is not related to making better e-commerce.
research, some of the recommendations have been
AR characteristics like interactivity can affect reuse
implemented. However, most authors mentioned the
intention and purchase intention. However, the other
demographic is the limitation, especially for different
characteristics, like system quality and product
countries, ages, populations. Other papers also mentioned
informativeness, are better in the usual web products. Besides,
using another object to measure the AR. This section will

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discuss AR’s use in future e-commerce research based on the conducting the survey are income [4] [21], social status [4],
research’s objective: user experience, user behavior, attitude lifestyle [4] [36], consumer-level of familiarity [24], media
toward product and purchase intention, acceptance and used [39], before and after purchase reaction [34] [27], and
adoption, brand love, and reducing risk, the same as a also the need to consider potential interdependencies in the
grouping in the previous section. case of participants taking part in several experiments [32].
For user experience, the suggestions for future research are
to implement sensory smell and taste [18] and apply actual CONCLUSION
shopping behavior such as economic data, item purchased, and This study discusses the implementation and future works
frequency [21]. In the e-commerce experience, many studies for AR in e-commerce. From 5 databases and a decade range
also recommend exploring the psychological factors in using for Boolean search, the final result consists of 32 journal
AR [21] [4] and the effect after using AR [20] and also the articles. The implementation and future work are divided into
relationship of customer characteristics and AR flow two areas for AR's advanced performance and customers'
experience [18]. Furthermore, the need to study the customer relation. In understanding the relationship with customers,
response [20] [4] toward AR application based on age, explaining the theories, research objects, and some variables
cognitive style [20], and product categories (in modality, used in the papers are delivered. Last, for future works, the
synchronous sense, and re-processability) [4]. Last, a study report is divided into six objective areas of papers.
also mentioned the need to find the AR benefit in brand
positioning and extension [4] and how the narrative ACKNOWLEDGMENT
experience is shaped by AR [21]. This work is supported by Faculty of Computer Science
The future directions for user behavior study are Universitas Indonesia and is partly supported by Penelitian
considering adding some variables, such as task-oriented value Kompetitif Nasional Pasca Doktor entitled “Pengembangan
[26], perceived control in content navigation [23], and Konsep Gamifikasi untuk Platform E-Commerce Bagi Usaha
personalization during decision making [23]. Moreover, Mikro, Kecil, dan Menengah (UMKM)”, supported by
advancing AR tools need to be considered [23], like Ministry of Research, Technology and Higher Education of the
developing virtual try-on tools with zoom, rotate, have 360° Republic of Indonesia.
view, or have a video [25].
For attitude toward product and purchase intention, the REFERENCES
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