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Keywords: Utilitarian value
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Journal Articles
The impact of augmented reality on consumer behavior: a focus on value development, leading to brand engagement and purchase intention
Available to Purchase
Management & Sustainability: An Arab Review (2025) 4 (2): 320–341.
Published: 17 May 2024
... shows that in the shopping process, AR vividness, interactivity and informativeness lead consumers to develop utilitarian values toward the technology, and AR interactivity generates hedonic values towards the technology. When consumers sense the hedonic and utilitarian values, it impacts consumers...
