The Implementation of Augmented Reality in E-Commerce Customization: A Systematic Literature Review

The rapid change in technology has turned the interaction between the customer and e-commerce application into more realistically. One of the advanced technologies in e-commerce is Augmented Reality (AR). The implementation of AR in e-commerce has been vast and diverse. One of these is to help customizing products based on customer needs. In understanding the extent of implementation for customization in AR e-commerce and its limitations, a systematic literature review was carried out from previous papers. From five paper databases whose publication dates range from 2012 to 2021, 32 papers discuss AR customization in e-commerce. The explanation of this result is divided into six research objectives, such as customer experience, behavioral response, purchase intention, adoption and acceptance, brand love, and attitude toward risk. In this paper, the explanation of customization in AR e-commerce will be divided into the implementation and future works.