Subject. The article analyzes advantages and problematic aspects of the introduction of immersive technologies in communication between a seller and a potential or real consumer, investigates forms of application of immersive technologies in modern economic conditions in Russia and abroad. Objectives. The purpose is to monitor the current state of the immersive technologies market in Russia and in the world, analyze the main features of virtual, augmented, extended and mixed reality tools, study data on the volume of the domestic and foreign market of products with immersive technologies, real and projected indicators of growth in the number of users, income of the consumer market of innovative technologies. Methods. The study employs methods of statistics, systems analysis, generalization, materials of foreign consulting and analytical agencies Statista, Gartner, International Data Corporation, ARtillery Intelligence, Orbis Research, as well as Russian TMT Consulting, TAdviser, articles by specialists in the field of computer technology, digital economy, gamification, entrepreneurship, management consulting, interactive marketing. Results. I structured tools for implementing augmented reality technology, formulated advantages, disadvantages, and constraints of immersive technologies development in the Russian e-commerce market, defined promising areas for immersive technologies implementation in Russia. Conclusions. State support to the introduction of immersive technologies among domestic products, services and platform solutions is extremely important.
Dolgikh E. [Analysis of the market of immersive technologies products and prospects for its development]. Ekonomika, predprinimatelstvo i pravo,2021, vol. 11, no. 12, pp. 2705–2720. (In Russ.) URL: Link
Kuntsman A.A. [Building an effective enterprise architecture as a necessary condition for adaptation to the digital economy]. Voprosy innovatsionnoi ekonomiki = Russian Journal of Innovation Economics, 2018, no. 4, pp. 753–770. URL: Link (In Russ.)
Gromov N.D., Saprykin D.A. [Existing immersion reality technologies on the modern market]. Mezhdunarodnyi zhurnal prikladnykh nauk i tekhnologii Integral, 2021, no. 4. (In Russ.) URL: Link
Serrano B., Banos R.M., Botella C. Virtual reality and stimulation of touch and smell for inducing relaxation: A randomized controlled trial. Computers in Human Behavior, 2016, vol. 55, part A, pp. 1–8. URL: Link
Haupt C., Huber A.B. How axons see their way – Axonal guidance in the visual system. Frontiers in Bioscience-Landmark (FBL), 2008, vol. 13, iss. 8, pp. 3136–3149. URL: Link
Pererva P., Nazarenko S. et al. The formation of economic and marketing prospects for the development of the market of information services. Eastern-European Journal of Enterprise Technologies, 2021, vol. 6, iss. 13, pp. 6–16. URL: Link
Suh A., Prophet J. The state of immersive technology research: A literature analysis. Computers in Human Behavior, 2018, vol. 86, pp. 77–90. URL: Link
Cowan K., Ketron S. A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity. Journal of Business Research, 2019, vol. 100, pp. 483–492. URL: Link
Xiaojun Fan, Xinyu Jiang, Nianqi Deng. Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on tourism experience. Tourism Management, 2022, vol. 91, pp. 86–96. URL: Link
Flavian C., Ibanez-Sanchez S., Orus C. The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 2019, vol. 100, pp. 547–560. URL: Link
Koivisto J., Hamari J. The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 2019, vol. 45, pp. 191–210. URL: Link
Nannan Xi, Juho Hamari. Shopping in virtual reality: A literature review and future agenda. Journal of Business Research, 2021, vol. 134, pp. 37–58. URL: Link
Kung Wong Lau, Pui Yuen Lee. Shopping in virtual reality: A study on consumers' shopping experience in a stereoscopic virtual reality. Virtual Reality, 2019, vol. 23, pp. 255–268. URL: Link
Rodriguez-Cano S., Delgado-Benito V., Ausin-Villaverde V. Development Areas for Intervention in Dyslexia: A Virtual Reality Proposal. Ocnos. Journal of Reading Research, 2022, vol. 2 no. 1, pp. 1–16. URL: Link
Jun-Phil Uhm, Sanghoon Kim, Chanwook Do, Hyun-Woo. How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks. Journal of Retailing and Consumer Services, 2022, vol. 67, no. 103027. URL: Link
Mark Yi-Cheon Yim, Shu-Chuan Chu, Sauer P.L. Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 2017, vol. 39, pp. 89–103. URL: Link
Sosnilo A.I. [Application of Virtual Reality (VR) Technologies in Management and Education]. Upravlencheskoe konsul'tirovanie = Administrative Consulting, 2021, no. 6, pp. 158–163. (In Russ.) URL: Link
Logun K.A., Roshchupkina I.V. [Business scenarios for using augmented reality technologies in a modern manufacturing enterprise]. Organizator proizvodstva, 2020, vol. 28, no. 4, pp. 16–26. URL: Link (In Russ.)
Chernukhina G.N., Khramova A.V. [Prospects for the development of immersive technologies as modern e-commerce tools]. Problemy teorii i praktiki upravleniya = Theoretical and Practical Aspects of Management, 2020, no. 11, pp. 226–241. (In Russ.) URL: Link
Kornilov Yu.V., Popov A.A. [On the terminology and classification of immersive technologies in education]. Problemy sovremennogo pedagogicheskogo obrazovaniya = Problems of Modern Pedagogical Education, 2020, no. 68(2), pp. 171–174. URL: Link (In Russ.)
Smolin A.A., Zhdanov D.D., Potemin I.S. et al. Sistemy virtual'noi, dopolnennoi i smeshannoi real'nosti [Virtual, augmented and mixed reality systems]. St. Petersburg, ITMO University Publ., 2018, 59 p.
Milgram P., Kishino F. A taxonomy of mixed reality visual displays. IEICE Transactions on Information Systems, 1994, vol. E77-D, no. 12, pp. 1321–1329. URL: Link