...Pei-Shan Soon; Weng Marc Lim Purpose Augmented reality ( AR ) has diffused as a supplementary service in phygital retail, yet evidence on what it changes in consumer evaluation remains thin. The goals of this research are twofold: first, this research aims to examine whether AR differently...

... and virtual experiences (Kuntze et al., 2013). However, although its popularity has declined in recent years and many individual Islands on Second Life are now closed, Second Life remains a successful platform. Metaverse Services Customer experience Virtual reality Augmented reality...

.... exploration of styles in VTO context), brand cognitive processing and brand attitude. The authors analyze the data with structural equation modeling via maximum likelihood estimation in LISREL. Findings The experience of self-presence during consumers’ use of VTOs in augmented reality environments has...

... technologies such as augmented reality apps and the internet in enabling and transforming beautification/modification services into commodities. The framework also identifies the benefits consumers seek and derive from these services while it recognizes current trends that shape the industry. The authors...

... a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience. e-commerce Customer experience Self-service technology Technology and service Augmented reality Rapport experience Body surveillance...