Work

Driving AR Experience to Purchase Intention: Examining the Role of Users' Immersiveness, Perceived Innovativeness and Engagement in Virtual Try‐On

Year: 2026

Type: article

Study design: Observational Study

Source: International Journal of Consumer Studies

DOI: 10.1111/ijcs.70185

Authors: Ruturaj Baber, Prerana Baber, Sumit Narula

Institutions: Christ University, Symbiosis International University, Bennett University

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7127055014

FWCI: 50.14

Cites: 110

Cited by: 5

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