A Systematic Review on Augmented Reality and Entrepreneurship

Abstract

Augmented reality interactive technology has been studied widely over the last decade, with a growing number of organizations and users in conjunction. Augmented reality technology is based on computer-generated images on a user's view of the real world. Keeping in view, augmented reality in the context of entrepreneurship is still scarce that needs to be explored to know the necessities in the study. This study aims to contribute empirically and theoretically to present the broader landscape of augmented reality trends in entrepreneurship studies. It summarizes the contributions from each category of studies and discusses the most influential studies. A systematic literature review was conducted on augmented reality in entrepreneurial studies from 1970 to 2020. A total of 28 papers have been reviewed. Twelve papers were selected that were classified based on users' intention toward an innovative business model with the support of theoretical underpinning. It organizes research areas with a few augmented reality studies and future research opportunities in creative entrepreneurial activities. There is a growing trend of augmented reality toward new ventures as most users feel motivated to interact with virtual objectives in the real world. This study would be helpful for entrepreneurs and academicians to understand the practices of augmented reality in designing new business ventures.