Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective

@inproceedings{Park2020EffectsOP,
  title={Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective},
  author={Minjung Park and Jungmin Yoo},
  year={2020}
}
  • Minjung Park, Jungmin Yoo
  • Published 2020
  • Business
  • Abstract As the use of technological features is becoming more common in digital retailing, retailers have adopted augmented reality (AR) solutions to help consumers browse their products. This study examines dimensions of perceived interactivity after experiencing shopping with AR and investigates the relationships between perceived interactivity and mental imagery and between mental imagery and other consumer responses in a mobile shopping context. A total of 302 female online consumers in… CONTINUE READING

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