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Keywords: Physical retailing
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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
...), this research examines the cognitive, experiential and behavioural pathways through which AR and MR shape purchase outcomes across shopper segments. Design/methodology/approach Two sequential studies were conducted. Study 1 (N = 276) employed a between-subjects experiment in a physical retail store...
