This study answers the questions on which factors drive the adoption of AI and MR in the multiplex retail environment and which factors drive consumers’ behavioral responses to the multiplex retail environment.
|Publication status||Published - 13 Jun 2020|
|Event||42nd ISMS Marketing Science Conference (via Zoom) - Duke University (via Zoom), Durham, United States|
Duration: 11 Jun 2020 → 13 Jun 2020
|Conference||42nd ISMS Marketing Science Conference (via Zoom)|
|Period||11/06/20 → 13/06/20|
- artificial intelligence
- experience economy
- augmented reality
Sung, E., Bae, S., Han, D-I. D., & Kwon, O. (2020). Mixed Reality (MR) consumer response on multiplex retailing : applied technology-based (Artificial Intelligence) interactive storytelling. Paper presented at 42nd ISMS Marketing Science Conference (via Zoom), Durham, United States.