Cited by Towards a Conceptual Framework for Understanding the Experiential and Perceptual Effects of Augmented Reality Advertising

Inclusive marketing: A review and research agenda DOI

Nikhita Tuli, Vibhava Srivastava, Harish Kumar

et al.

Journal of Business Research, Journal Year: 2025, Volume and Issue: 191, P. 115274 - 115274

Published: March 1, 2025

Language: Английский

Citations

Leveraging Augmented Reality to Drive Sustainable Practices in the Fashion and Retail Industry DOI

T. Shirley Devakirubai

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2025, Volume and Issue: unknown, P. 331 - 344

Published: Jan. 31, 2025

This paper explores AR as a tool in the fashion and retail industry to generate sustainable appealing future for consumer. To understand influence of decision-making potential buyers. The ethical consideration using technology creating practices among consumers digital industry. research advantages challenges Furthermore, sector is emerging environment generation.

Language: Английский

Citations

Does AR virtual try-on boost online apparel purchase intentions? An integration of TAM, IDT, FIT perception and body esteem DOI

Joshua Z. Mollel,

Yini Chen

Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2025, Volume and Issue: unknown

Published: March 8, 2025

Purpose In recent years, augmented reality (AR) emerged as a notable technology within the fashion industry, enhancing consumers’ shopping experience by offering virtual try-on (VTO). To comprehensively understand female apparel adoption intentions of this novel tool, study expanded Technology Acceptance Model incorporating constructs from Innovation Diffusion Theory and two psychological factors – fit confidence (FC) body esteem (BE). Design/methodology/approach This used scenario-based design where participants imagined dress shopping, watched video woman using an AR-based VTO app then completed survey. The sample included total 388 U.S. participants. Findings findings demonstrated explanatory power research model highlighted important affecting decisions. Among five innovative dimensions, relative advantage, complexity trialability significantly impacted perceived ease use (PEOU) and/or usefulness (PU). PEOU, PU, FC BE all affected attitude purchase intention, with partially mediating effects on intention. Practical implications highlight that retailers can enhance promoting its advantages, such convenience personalization, free trials or demos to increase PEOU. Furthermore, designing AR-VTO features inclusivity positivity address consumer concerns about image, improving engagement satisfaction. These insights provide actionable strategies for developers aiming create consumer-centric experiences. Originality/value examined both technological antecedents, providing researchers marketers comprehensive understanding experiences VTO.

Language: Английский

Citations

Holistic augmented reality brand equity (HARBE) model: building customer-based brand equity through augmented reality DOI