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Keywords: Decision comfort
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (3): 387–407.
Published: 20 August 2024
...Seeun Kim; Hyejune Park; Rachel Esther Lim Purpose This study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how individuals’ spatial processing perception acts as a moderator...
