Dual-Pathway Effects of Product and Technological Attributes on Consumer Engagement in Augmented Reality Advertising

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimens...

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التفاصيل البيبلوغرافية

الحاوية / القاعدة:	Journal of Theoretical and Applied Electronic Commerce Research
المؤلفون الرئيسيون:	Peng He, Jing Zhang
التنسيق:	مقال
اللغة:	الإنجليزية
منشور في:	MDPI AG 2025-08-01
الموضوعات:	augmented reality advertising elaboration likelihood model (ELM) flow product-related attributes technology-related attributes consumer engagement
الوصول للمادة أونلاين:	https://www.mdpi.com/0718-1876/20/3/196