In the age of technological development, the fashion industry sees the potential of immersive technology in enhancing the consumer shopping experience. This study attempts to investigate the influence of consumers' perception and Augmented Reality (AR) attributes on the motivation to adopt AR by UK fast-fashion consumers between the age of 18-34 and its impact on the consumer shopping experience. Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) would be adopted to conduct the study.
HOW WILL RECENT ADVANCEMENTS IN AUGMENTED REALITY IMPROVE THE CONSUMER SHOPPING EXPERIENCE IN YEAR
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