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Published in 2019 at "Journal of Retailing"
DOI: 10.1016/j.jretai.2019.03.005
Abstract: The rapid development of augmented reality (AR) is reshaping retail frontline operations by enhancing the offline and online customer experience. Drawing on mental imagery theory, this paper develops a conceptual framework to reflect how AR…
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Keywords:
retail frontline;
customer;
decision comfort;
imagery ... See more keywords