Manish Gulyani

The Serial Mediating Role of Customer Engagement and Attitude in the Relationship Between Augmented Reality and Purchase Intention in Furniture E-Retail

Augmented reality (AR) has emerged as a transformative interactive technology in online furniture retailing, allowing consumers to visualize products within their own physical space prior to purchase. Despite the growing adoption of AR-enabled applications such as IKEA Place, empirical understanding of the psychologica...