Touching holograms with windows mixed reality: Renovating the consumer retailing services

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dc.contributor.authorDehghani, Milad
dc.contributor.authorLee, Seung Hwan
dc.contributor.authorMashatan, Atefeh
dc.date.accessioned2020-10-30T12:28:14Z
dc.date.available2020-10-30T12:28:14Z
dc.date.issued2020-09-17
dc.date.updated2020-10-30T12:19:38Z
dc.description.abstractRecent technological advances in wearable technologies, such as mixed-reality devices, have enabled consumers to interact with artificial three-dimensional visual environments. This presents an incredible opportunity for service retailers to present alternative ways of interacting with their services. This study empirically investigates the potential applications of Windows Mixed Reality devices, while specifically examining various forms of consumer perceptions and behavioural intentions. This research is among the first to empirically examine the effect of windows mixed reality experiences, enabled by the latest wearable devices, on intentions of users in a services retailing context. The results of this study help guide retailers who are looking to integrate Windows Mixed Reality devices in their practice to increase user satisfaction, trust, and utilitarian needs. The paper recommends specific theoretical and managerial implications.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.articleid101394en
dc.identifier.citationDehghani, M., Lee, S. H. and Mashatan, A. (2020) 'Touching holograms with windows mixed reality: Renovating the consumer retailing services', Technology in Society, 63, 101394 (10 pp). doi: 10.1016/j.techsoc.2020.101394en
dc.identifier.doi10.1016/j.techsoc.2020.101394en
dc.identifier.endpage10en
dc.identifier.issn0160-791X
dc.identifier.journaltitleTechnology in Societyen
dc.identifier.startpage1en
dc.identifier.urihttps://hdl.handle.net/10468/10686
dc.identifier.volume63en
dc.language.isoenen
dc.publisherElsevieren
dc.relation.urihttp://www.sciencedirect.com/science/article/pii/S0160791X20308733
dc.rights© 2020 Elsevier Ltd. All rights reserved. This manuscript version is made available under the CC BY-NC-ND 4.0 license.en
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/en
dc.subjectWindows mixed realityen
dc.subjectConsumer experienceen
dc.subjectServices retailingen
dc.subjectPerceived immersionen
dc.subjectHologramen
dc.subjectAugmented realityen
dc.subjectBehavioural intentionen
dc.titleTouching holograms with windows mixed reality: Renovating the consumer retailing servicesen
dc.typeArticle (peer-reviewed)en
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