Qin, Hong; David, Alsius; Harun, Ahasan; Al Mamun, Md Rasel - In: Industrial Management & Data Systems 124 (2023) 1, pp. 442-482
Purpose The application of mobile augmented reality (MAR) for enhancing user experiences and consumer patronizing intention has been the focus of recent MAR literature. Few studies examine the differences between apps. This study fills the research gap by examining how consumers assess their...
