The value of visual quality and service quality to augmented reality enabled mobile shopping experience

This study demonstrates that visual quality is an emergent factor in explaining behavioral intention in online shopping, as online retail technology continues to evolve. The researchers develop, and test a model, in augmented reality (AR) and non-AR contexts, explaining the effect of aesthetic appeal of the interface of a mobile retail app and position relevance of a product in the user environment on visual quality of the app. The model...