Abstract:
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.
