Investigating the influence of augmented reality marketing application on consumer purchase intentions: A study in the E-commerce sector

Investigating the influence of augmented reality marketing application on consumer purchase intentions: A study in the E-commerce sector

The rapid digitalization of e-commerce demands innovative solutions to enhance consumer engagement and address the sensory limitations of online shopping. Augmented Reality (AR) technology offers potential remedies by integrating virtual elements into real-world environments, enriching user experien...

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Bibliographic Details
Main Authors: Thi Thuy An Ngo, Thanh Tu Tran, Gia Khuong An, Phuong Thy Nguyen
Format: Article
Language:English
Published: Elsevier 2025-05-01
Series:Computers in Human Behavior Reports
Subjects:
Augmented reality (AR)
Marketing
e-commerce
Purchase intention
SOR
Online Access:http://www.sciencedirect.com/science/article/pii/S2451958825000636
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