Immersive technologies in retailing: a CiteSpace bibliometric analysis

Purpose
Immersive technologies, such as augmented reality (AR), virtual reality (VR), and mixed reality (MR), reshape retail interactions by enhancing customer decision-making. Despite their transformative potential, research on these techniques remains fragmented and lacks systematic analysis of their thematic evolution and collaborative networks. This study aims to bridge this gap by examining author-institutional collaborations and critical research focal points over three decades.

Design/methodology/approach
Using CiteSpace, we conducted a bibliometric analysis of 753 articles dated from 1995 to 2024 from the Web of Science. Four research questions guided the analysis: (1) Who are the key contributors and institutions driving immersive technologies in retailing? (2) What are the primary research domains in this field? (3) How have these domains evolved temporally? (4) Which emerging patterns inform future research?

Findings
A surge in publications after 2021 reflects intensified academic interest. Collaboration networks reveal global interdisciplinary efforts, but regional imbalances persist. Keyword analysis identifies four thematic pillars (interactive technologies, technology acceptance model, customer journey and retail forms), whereas cluster analysis aggregates them into two overarching themes (technology and experience focus) in digital retail environments that pinpoint the nuances of customer engagement. Through cluster and burst analysis, we synthesize theoretical frameworks (e.g., Technology Acceptance Model) and actionable retail strategies (e.g., age-friendly interfaces). Keyword bursting and time-zone analyses highlight an evolutionary shift from technology-focused to behavior-driven research that prioritizes social ethics and cross-cultural inclusivity.

Originality/value
Unlike prior reviews focused on single technologies or specific contexts, this study provides a holistic mapping of immersive retailing research, emphasizing its dynamic evolution and gaps. By integrating bibliometric insights with theoretical and managerial syntheses, it offers practical insights to guide retailers in adopting immersive technology strategies while balancing innovation with sustainable development.