Gil-López, Cristina; Guixeres Provinciale, Jaime; Marín-Morales, Javier; Torrecilla-Moreno, Carmen; Williams, Edu; Alcañiz Raya, Mariano Luis(Frontiers Media S.A., 2023-04-11)
[EN] There is increasing interest in studies analyzing the influence of technologies that integrate virtual and real-world components on consumer behavior. These technologies include augmented reality, virtual reality and ...
[EN] The use of virtual reality (VR) technology in the context of retail is a significant trend in current consumer research, as it offers market researchers a unique opportunity to measure purchase behavior more realistically. ...