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This study investigates the role of augmented reality (AR) in facilitating the cocreation of value by exploring how authentic experiences influence customer intentions to engage with service providers. The findings suggest that while AR enhances perceptions of authenticity, it does not directly correlate with the intention to cocreate value; instead, perceived ethics and customer engagement mediate this relationship. This research contributes to understanding the dynamics of cocreation in service marketing,

Author

Yue Ren

Language

EN