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Keywords: Augmented reality (AR)
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2024) 38 (7): 892–910.
Published: 08 August 2024
...Rekha Attri; Subhadip Roy; Sharuti Choudhary Purpose This study aims to explore the impact of augmented reality (AR) technologies on consumer information processing and value perceptions in physical stores. Specifically, it investigates how the vividness, novelty and interactivity of AR shape...
