Mixed Reality (MR) consumer response on multiplex retailing : applied technology-based (Artificial Intelligence) interactive storytelling

E Sung, S Bae, Dai-In Danny Han, O Kwon

Research output: Contribution to conferencePaper

Abstract

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.
Original languageEnglish
Publication statusPublished - 13 Jun 2020
Event42nd ISMS Marketing Science Conference (via Zoom) - Duke University (via Zoom), Durham, United States
Duration: 11 Jun 202013 Jun 2020
https://conferences.fuqua.duke.edu/isms/

Conference

Conference42nd ISMS Marketing Science Conference (via Zoom)
CountryUnited States
CityDurham
Period11/06/2013/06/20
Internet address

Keywords

  • marketing
  • artificial intelligence
  • AI
  • experience economy
  • augmented reality
  • AR

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    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.