...Sneha Rose George; Manoj Edward; Joshy Joseph Purpose The study aims to provide a profound understanding of mobile app engagement (MAE) in the context of e-commerce apps. The authors developed a conceptualization, testing and validation of a comprehensive, inclusive measure of e-commerce mobile...

...Muruganantham Ganesan; B. Dinesh Kumar Purpose This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR mobile apps, virtual product and behavioural intentions. Also...

.... Practical implications This study suggested that practitioners should confidently implement channel integration through mobile apps in stores. They may develop more valuable services connected with different channels or devices to assist customers in buying in-store. To improve customer trust...