Christ-Brendemühl, Sonja; Schaarschmidt, Mario - In: Journal of Service Management 33 (2021) 1, pp. 9-32
Purpose: An increasing number of retailers is trying to stimulate customers by embedding augmented reality (AR) features such as video try-on into the online shopping experience. As such AR-based online services require customers to actively participate in the service provision, this paper aims...