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Keywords: Virtual try-on
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Journal Articles
Industrial Management & Data Systems (2026) 126 (5): 1555–1579.
Published: 17 November 2025
...Sita Mishra; Garima Saxena; Sheetal Jain Purpose This research explores the effect of perceived utilitarian and hedonic value on consumers' psychological and behavioural inspiration towards AR-driven virtual try-on (VTO) technology in the luxury context. It demonstrates the role of spatial...

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