Watson, Anna; Alexander, Bethan; Salavati, Leyla - In: International Journal of Retail & Distribution Management 48 (2018) 5, pp. 433-451
Purpose: Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this...