About this document
Elsamenetal by Amir Zaib Abbasi is a document available to read on EtoBox.
This research explores how augmented reality (AR) enhances customer experience and co-creation in retail settings, focusing on the roles of network externality and customer autonomy. Two experimental studies reveal that network externality improves experience quality, while higher autonomy diminishes this effect, and that engagement fully mediates the relationship between experience quality and co-creation, with the need for uniqueness influencing this relationship across different product types. The findin
- Author
- Amir Zaib Abbasi
- Language
- EN