Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps

• Main Authors: Nikhashemi, S. R., Knight, H. H., Khaldoon, N., Cheng, Boon Liat *
• Format: Article
• Language: English
• Published: Elsevier 2021
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/1799/1/Cheng%20Boon%20Liat%20Augmented%20reality.pdf; http://eprints.sunway.edu.my/1799/; https://www.sciencedirect.com/science/article/abs/pii/S0969698921000308?via%3Dihub
• Institution: Sunway University

Smart retailing has recently emerged as a new form of retail brand management enabled by novel technologies such as mobile augmented reality applications, to create better experience and value for customers. Augmented reality has also received significant attention as a growing field in marketing...