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The Effects of Augmented Reality (AR) Modality and User-Virtual Product Interaction Design on Consumers’ Product Evaluation: A Cognitive-Experiential Self-Theory Perspective
Sung, Jihyun (2021-08-16)
Given the rise of augmented reality (AR) application in retail settings as well as the recognition of theoretical and empirical literature gap in how consumers’ product evaluation can be shaped by AR, this research ...