Application of AR technology in electronics retail business in Hanoi
Published: July 29, 2026
Abstract
This paper explores the integration of augmented reality (AR) in the electronics retail sector, focusing on its applications, benefits, and potential in the context of Hanoi’s retail industry. It begins by defining AR and reviewing its applications relevant to the electronics retail sector, followed by an analysis of its value to both retailers and customers. Through a comprehensive synthesis of existing AR research and its applications in retail, the study proposes actionable solutions tailored to the electronics retail business. Theoretical foundations of the electronics retail sector and its interplay with AR are examined, culminating in the identification of specific benefits AR offers to customers and retailers. By addressing a relatively novel yet rapidly evolving topic, this study provides valuable insights for researchers and industry practitioners, highlighting opportunities for further exploration and practical implementation in Hanoi’s retail landscape.
ICT Vietnam. (2023). AR đang cải thiện trải nghiệm mua sắm trực tuyến như thế nào. ICT Vietnam.
2.
Thế Giới Di Động. (2023). Báo cáo tài chính năm 2023.
3.
GfK Market Research. (2023). Báo cáo thị trường bán lẻ điện máy tại Việt Nam.
4.
Azuma, R. T. (1997). A Survey of Augmented Reality. Presence: Teleoperators and Virtual Environments, 6(4), 355-385.
5.
Azuma, R. T., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2001). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34-47.
6.
Azuma, R. T., Baillot, Y., Behringer, R., Feiner, S., Julier, S., & MacIntyre, B. (2019). Recent advances in augmented reality. IEEE Computer Graphics and Applications, 21(6), 34-47.
7.
Billinghurst, M., & Duenser, A. (2012). Augmented reality in the classroom. Computer, 45(7), 56-63.
8.
Birkfellner, W., Figl, M., Huber, K., Watzinger, F., Wagner, A., Ewers, R., & Bergmann, H. (2002). A head-mounted operating binocular for augmented reality visualization in medicine-design and initial evaluation. IEEE Transactions on Medical Imaging, 21(8), 991-997.
9.
Chandra, S., & Kumar, K. (2018). Challenges in implementing augmented reality in retail industry. International Journal of Advanced Research in Computer Science and Software Engineering, 8(6), 24-30.
10.
Dacko, S. G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243-256.
11.
Deloitte. (2019). Retail in Vietnam: Navigating the digital retail landscape. Retrieved from https://www2.deloitte.com
12.
Huang, T. L., & Liu, F. H. (2014). Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value. Internet Research.
13.
iPrice Group. (2023). Báo cáo xu hướng mua sắm online tại Đông Nam Á.
14.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of AR on consumer behavior in retail. Journal of Retailing and Consumer Services, 30, 252-261. https://doi.org/10.1016/j.jretconser.2016.02.004
Javornik, A. (2016). 'It's an illusion, but it looks real!' Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987-1011.
16.
Kim, S., & Forsythe, S. (2008). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59.
17.
Macias, E., & Macias, G. (2021). Augmented Reality in Retail: The Case of Spanish SMEs. International Journal of Interactive Mobile Technologies, 15(10), 80-94.
18.
Nielsen. (2022). Khảo sát hành vi tiêu dùng tại Việt Nam.
19.
Nguyen, D. T. (2023). Digital marketing strategy of Vietnamese electronics supermarkets: The case of Dien May Xanh. International Journal of Advanced Multidisciplinary Research and Studies.
20.
Nofal, E., Badran, K., & Taher, A. (2018). Augmented Reality for Smart Retailing: A Competitive Advantage in the Digital Era. In Proceedings of the 2nd International Conference on Digital Economy (pp. 97-101).
21.
Pantano, E., & Servidio, R. (2012). Modeling innovative points of sales through virtual and immersive technologies. Journal of Retailing and Consumer Services, 19(3), 279-286.
22.
Pereira, T., Duarte, F., & Ferreira, J. (2021). Leveraging augmented reality in inventory management: A case study in the retail sector. International Journal of Production Research, 59(11), 3392-3405.
23.
Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Customer dissatisfaction and satisfaction with augmented reality in shopping and entertainment. Journal of Consumer Marketing, 34(7), 673-681.
24.
PwC. (2023). The future of retail: Global Consumer Insights Survey.
25.
PTC. (2020). Augmented reality for warehouse management: A new dimension in efficiency. Retrieved from https://www.ptc.com
26.
Scholz, J., & Duffy, K. (2018). We are at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.
27.
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39, 89-103. https://doi.org/10.1016/j.intmar.2017.04.001
