Augmented Reality in Retail - A Case Study: Technology Implications to Utilitarian, Aesthetic and Enjoyment Values

Nageswaran Vaidyanathan

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


The emergence of Augmented Reality (AR) in retail to enhance online and offline shopping customer experiences is fueling different opportunities. Mastercard Labs, with ODG and Qualcomm, implemented an AR smart glass with iris authentication and digital wallet integration proof of concept in Saks Fifth Avenue retail stores. The purpose was to understand customers' perceived ease of use of the set up for utilitarian and hedonic values. A qualitative case study was conducted using the Technology Acceptance Model as the theoretical basis combining utilitarian and hedonistic values associated with the perceived usefulness of this technology.
The outcomes demonstrated a place for AR in retail in-store however the technology needs to mature to enable frictionless functional integration of capabilities, improved usability of smartglasses, more battery life, better heat absorption and improved network bandwidth.
Original languageEnglish
Title of host publicationProceedings of 2020 4th International Conference on Virtual and Augmented Reality Simulations
Number of pages8
Place of PublicationNew York
PublisherAssociation for Computing Machinery
Publication dateFeb 2020
ISBN (Print)9781450376945
Publication statusPublished - Feb 2020
Event4th International Conference on Virtual and Augmented Reality. ICVARS 2020 - Macquarie University, Sydney, Australia
Duration: 14 Feb 202016 Feb 2020
Conference number: 4


Conference4th International Conference on Virtual and Augmented Reality. ICVARS 2020
LocationMacquarie University
Internet address
SeriesACM International Conference Proceeding Series


  • Augmented reality
  • Smart glasses
  • Technology Acceptance Model (TAM)
  • Utilitarian
  • Aesthetic
  • Enjoyment

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