Keywords: Phygital integration
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Journal Articles
International Journal of Retail & Distribution Management (2026) 54 (3): 344–359.
Published: 14 January 2026
... and confidence in fit. Originality/value This research advances understanding of the utility of AR try-on in phygital integration by revealing product-type differences and identifying perceived model fit and product sustainability as key moderators. The findings provide actionable insights for optimizing AR...
Includes: Supplementary data

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