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Keywords: Consumer delight
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (1): 6–30.
Published: 30 March 2023
...Tseng-Lung Huang; Henry F.L. Chung Purpose Drawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema...
