... in the Augmented Reality in Retail Model (ARiR Model). Design/methodology/approach This study is based on an online questionnaire responded to by 284 makeup-using women from Nicaragua and the USA. It is based on an AR mobile app used to shop in retail stores. Partial least squares-structural equation modelling...

... Licensed re-use rights only Today the mobile apps are helping customers in every means of their life by exploring information related to electronic items and even for food items also. Therefore, the main aim of this study is to examine the influencing role of psychological and technological...

... and advertising managers may have suspected that Apple iOS users are more receptive to retail mobile apps, this study provides empirical support for the proposition. In addition, the moderating effect of recency of visit suggests that in-store promotions may be effective in increasing usage of the retailer's...