Consumers' desire to use augmented reality applications

• Main Author: Soon, Pei Shan *
• Format: Thesis
• Published: 2021
• Subjects: HF Commerce; Q Science (General)
• Online Access: http://eprints.sunway.edu.my/2379/

The extant literature on augmented reality (AR) in marketing has mostly focused on the cognitive aspect. Existing research seems to overlook the importance of understanding consumers’ emotional processes associated with the use of AR applications, particularly the relationship between positive emoti...