... applied. Due to the novelty of AR/VR in sustainable fashion, a construct-level approach was employed, involving the analysis of 29 empirical studies. Two methods of analysis were applied: path-specific random-effects meta-analysis to examine hypothesised relationships and global aggregate meta-analysis...

...Liangchao Xue; Christopher J. Parker; Cathryn A. Hart Purpose To develop compelling augmented reality (AR) experiences, this paper aims to examine AR value to physical fashion retail, defines the most effective form (e.g. app vs magic mirror) and assesses AR’s impact on consumer behaviour...

...Harish Kumar; Ritu Srivastava Purpose This study aims to examine the role of augmented reality (AR) in online impulse behaviour for highbody-involvement products. This study further explores whether flow and spatial presence mediate the link between AR and online impulse behaviour. Design...