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Keywords: Virtual try-on
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Journal Articles
European Journal of Innovation Management (2026) 29 (11): 471–495.
Published: 07 July 2026
...Veronica Marozzo; Alessandra Costa; Tindara Abbate Purpose This paper aims to examine how Virtual Try-On (VTO) technologies shape consumers' attitudes and purchase intentions across brand types, by testing the mediating role of attitude toward VTO and the moderating role of brand type (luxury vs...
