... is intentionally withheld. Specifically, it examines how customers rely on utilitarian and hedonic value cues, and how perceived destination uncertainty changes the evaluative weight of these cues. Design/methodology/approach To test the proposed model, this research adopts a sequential multi-method design...

... utilitarian and hedonic value perceptions, and influence consumer purchase and continuance behaviour. Design/methodology/approach The study used the store intercept survey method at 15 retail outlets across four metro cities in India, representing nine prominent retail brands deploying AR technologies...