From Hype to Habit: An Integrative Review of Augmented Reality in Consumer Research
DOI:
https://doi.org/10.63522/jabbs.201016Keywords:
Augmented reality; Consumer journey; Habituation; Boundary conditions; Spatial computing; Integrative reviewAbstract
Augmented reality has evolved from a marketing curiosity into a maturing technology embedded in everyday consumption. While scholarly attention has expanded rapidly, the field remains fragmented across mechanisms, outcomes, and journey stages, and existing reviews have not fully addressed how AR effects unfold across time and boundary conditions. Drawing on integrative review methodology and concept-centric synthesis principles, this article synthesizes 107 empirical and conceptual studies published between 2010 and mid-2026 along three integrative axes: the consumer journey, cognitive-affective-behavioral mechanisms, and boundary conditions. We propose the AR Consumer Journey Integration Model that organizes mechanisms across four stages of pre-purchase, purchase, post-purchase, and re-engagement, alongside a five-dimensional structure for boundary conditions covering consumer, contextual, product, design, and temporal factors. We identify the temporal dimension and design quality as the most under-theorized dimensions in prior reviews. The contributions are twofold: an evidence-based integrative framework that links mechanisms, journey stages, and boundary conditions, and a managerial decision lens for AR deployment.
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