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Keywords: Mixed reality
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Journal Articles
Augmented versus mixed reality in retail: segment-specific purchase pathways
Available to Purchase
International Journal of Retail & Distribution Management 1–17.
Published: 22 June 2026
...Weihan Liang; Jiyao Xun; Les Dolega Purpose Although augmented reality (AR) and mixed reality (MR) are increasingly used to enhance in-store retail experiences, their distinct effects on shopper decision-making remain underexplored. Drawing on flow theory and the technology acceptance model (TAM...
