Effect of augmented reality applications on attitude and behaviours of customers: cognitive and affective perspectives
Mohammad Iranmanesh,
Madugoda Gunaratnege Senali,
Behzad Foroughi
et al.
Abstract:PurposeUnderstanding how to retain users of augmented reality (AR) shopping apps and to motivate them to purchase is vital to the success of AR apps. This study assessed the chain effect of AR attributes on purchase intention and reuse intention through cognitive and affective factors.Design/methodology/approachThe data were collected from Thai users of the IKEA Place app using an online survey. A link to the survey was posted on Thai furniture groups on social media platforms. The 439 responses were analysed … Show more
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