From screen to reality: How AR drives consumer engagement and purchase intention
(2024)
Journal Article
Yang, J., & Lin, Z. (2024). From screen to reality: How AR drives consumer engagement and purchase intention. Journal of digital economy, 3, 37-46. https://doi.org/10.1016/j.jdec.2024.07.001
This study examines the critical role of telepresence in augmented reality (AR) retail, focusing on the key attributes of interactivity and vividness, and their impact on online marketing effectiveness. Through an online survey, the research reveals... Read More about From screen to reality: How AR drives consumer engagement and purchase intention.