Consumer interaction with cutting-edge technologies: Implications for future research

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This article provides an overview of extant literature addressing consumer interaction with cutting-edge technologies. Six focal cutting-edge technologies are identified: artificial intelligence, augmented reality, virtual reality, wearable technology, robotics and big data analytics. Our analysis shows research on consumer interaction with cutting-edge technologies is at a nascent stage, and there are several gaps requiring attention. To further advance knowledge, our article offers avenues for future interdisciplinary research addressing implications of consumer interaction with cutting-edge technologies. More specifically, we propose six main areas for future research namely: rethinking consumer behaviour models, identifying behavioural differences among different generations of consumers, understanding how consumers interact with automated services, ethics, privacy and the blackbox, consumer security concerns and consumer interaction with new-age technologies during and after a major global crisis such as the COVID-19 pandemic.
Original languageEnglish
Article number106761
Number of pages7
JournalComputers in Human Behavior
Early online date26 Feb 2021
Publication statusPublished - Jul 2021


  • Consumer interaction
  • Cutting-edge technologies
  • Artificial intelligence
  • Virtual reality and augmented reality
  • Robotics
  • Wearable technology
  • Big data analytics

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