The effects of augmented reality on consumer responses in mobile shopping: The moderating role of task complexity

Augmented reality (AR) solutions help facilitate consumers' direct examinations, enhancing their shopping experiences in the digital commerce context. This study examines consumer responses to AR in mobile shopping. It investigates the relationships among perceived media richness, interactivity...

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Bibliographic Details

Published in:	Heliyon
Main Author:	Jungmin Yoo
Format:	Article
Language:	English
Published:	Elsevier 2023-03-01
Subjects:	Augmented reality Media richness Interactivity Telepresence Utilitarian value Hedonic value
Online Access:	http://www.sciencedirect.com/science/article/pii/S2405844023009829