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Influencing Factors of Mobile Commerce Personalization with Immersive Technology: A Systematic Literature Review

Globally, the number of transactions made through mobile devices continued to increase and reach high numbers. Besides, the rapid development of technology also offers a new technological innovation called immersive technology. This technology attracted a lot of attention from various parties to participate in developing and implementing this innovative technology that has high value and potential. Immersive technology can provide the newest digital experience by removing the boundaries between the real and virtual worlds. The appropriate and effective implementation is needed in the development of new technology. So, the factors influencing users to adopt immersive technology in various research fields need to be identified and explored. In this study, 31 studies about the use of immersive technology in multiple areas were selected to assist this research. Those selected study primarily discusses the factors that influence the use of certain immersive technologies in a particular context. The factors studied are all factors that have been proven to affect the use of immersive technology, both positively and negatively. The results of this study are expected to recognize what factors can influence the adoption of immersive technology in mobile commerce. These factors are expected to be a recommendation for developing mobile commerce that applies immersive technology and can provide information for managers to help them create the right strategy.