Augmented versus Mixed Reality in Retail: Segment-Specific Purchase Pathways

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Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	pp. 850–866
Journal	International Journal of Retail and Distribution Management
Volume	Vol. 54
Issue number	No. 8
DOIs	https://doi.org/10.1108/IJRDM-10-2025-0833 https://doi.org/10.1108/IJRDM-10-2025-0833
Publication status	Published - 22 Jun 2026

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@article{09cfcc0958ec438ba762bde686197744,

title = "Augmented versus Mixed Reality in Retail: Segment-Specific Purchase Pathways",

author = "Weihan Liang and Jiyao Xun and Les Dolega",

year = "2026",

month = jun,

day = "22",

doi = "10.1108/IJRDM-10-2025-0833",

language = "English",

volume = "Vol. 54 ",

pages = "pp. 850{\textendash}866",

journal = "International Journal of Retail and Distribution Management",

issn = "0959-0552",

number = "No. 8 ",

}

TY - JOUR

T1 - Augmented versus Mixed Reality in Retail: Segment-Specific Purchase Pathways

AU - Liang, Weihan

AU - Xun, Jiyao

AU - Dolega, Les

PY - 2026/6/22

Y1 - 2026/6/22

U2 - 10.1108/IJRDM-10-2025-0833

DO - 10.1108/IJRDM-10-2025-0833

M3 - Article

SN - 0959-0552

VL - Vol. 54

SP - 850

EP - 866

JO - International Journal of Retail and Distribution Management

JF - International Journal of Retail and Distribution Management

IS - No. 8

ER -