{"id":"https://openalex.org/W7165155386","doi":"https://doi.org/10.1108/jsm-09-2025-0687","title":"Augmented reality as a supplementary service in the phygital marketplace: Evidence of hedonic primacy and social influence variability","display_name":"Augmented reality as a supplementary service in the phygital marketplace: Evidence of hedonic primacy and social influence variability","publication_year":2026,"publication_date":"2026-06-18","ids":{"openalex":"https://openalex.org/W7165155386","doi":"https://doi.org/10.1108/jsm-09-2025-0687"},"language":"en","primary_location":{"id":"doi:10.1108/jsm-09-2025-0687","doi":"https://doi.org/10.1108/jsm-09-2025-0687","is_oa":true,"landing_page_url":"https://doi.org/10.1108/jsm-09-2025-0687","pdf_url":null,"source":{"id":"https://openalex.org/S180851279","display_name":"Journal of Services Marketing","issn_l":"0887-6045","issn":["0887-6045","2054-1651"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","cwts-core","erih-plus","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Services Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://doi.org/10.1108/jsm-09-2025-0687","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5081001565","display_name":"Pei\u2010Shan Soon","orcid":"https://orcid.org/0000-0003-0914-1232","observed_orcids":["https://orcid.org/0000-0003-0914-1232"]},"institutions":[{"id":"https://openalex.org/I84339108","display_name":"Sunway University","ror":"https://ror.org/04mjt7f73","country_code":"MY","type":"education","lineage":["https://openalex.org/I84339108"]}],"countries":["MY"],"is_corresponding":false,"raw_author_name":"Pei-Shan Soon","raw_affiliation_strings":["Sunway University Department of Marketing Strategy and Innovation, Sunway Business School, , Sunway City,"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sunway University Department of Marketing Strategy and Innovation, Sunway Business School, , Sunway City,","institution_ids":["https://openalex.org/I84339108"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5140464529","display_name":"Weng Marc Lim","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I55732556","display_name":"Arizona State University","ror":"https://ror.org/03efmqc40","country_code":"US","type":"education","lineage":["https://openalex.org/I55732556"]},{"id":"https://openalex.org/I57093077","display_name":"Swinburne University of Technology","ror":"https://ror.org/031rekg67","country_code":"AU","type":"education","lineage":["https://openalex.org/I57093077"]},{"id":"https://openalex.org/I848706","display_name":"Sungkyunkwan University","ror":"https://ror.org/04q78tk20","country_code":"KR","type":"education","lineage":["https://openalex.org/I848706"]}],"countries":["AU","KR","US"],"is_corresponding":false,"raw_author_name":"Weng Marc Lim","raw_affiliation_strings":["Sunway University Sunway Business School, , Sunway City, ; ASU-Cintana Alliance Global Partner Affiliate Faculty, Arizona State University, Tempe, Arizona, USA; Global Research Centre, Sungkyunkwan University, Suwon, Republic of Korea and School of Business, Law and Entrepreneurship, Swinburne University of Technology, Hawthorn, Australia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Sunway University Sunway Business School, , Sunway City, ; ASU-Cintana Alliance Global Partner Affiliate Faculty, Arizona State University, Tempe, Arizona, USA; Global Research Centre, Sungkyunkwan University, Suwon, Republic of Korea and School of Business, Law and Entrepreneurship, Swinburne University of Technology, Hawthorn, Australia","institution_ids":["https://openalex.org/I55732556","https://openalex.org/I57093077","https://openalex.org/I848706"]}]}],"institutions":[],"countries_distinct_count":4,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.44821267,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"24"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10888","display_name":"Augmented Reality Applications","score":0.3781999945640564,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10888","display_name":"Augmented Reality Applications","score":0.3781999945640564,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.27469998598098755,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.16329999268054962,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/augmented-reality","display_name":"augmented reality","score":0.9940000176429749},{"id":"https://openalex.org/keywords/phygital-retail","display_name":"phygital retail","score":0.9919999837875366},{"id":"https://openalex.org/keywords/normative-influence","display_name":"normative influence","score":0.8339999914169312},{"id":"https://openalex.org/keywords/informational-social-influence","display_name":"informational influence","score":1.0},{"id":"https://openalex.org/keywords/attitudes-toward-technology","display_name":"attitudes toward technology","score":0.5699999928474426},{"id":"https://openalex.org/keywords/self-regulation-theory","display_name":"self-regulation theory","score":0.9309999942779541},{"id":"https://openalex.org/keywords/product-category-differences","display_name":"product category differences","score":0.5299999713897705},{"id":"https://openalex.org/keywords/cosmetics","display_name":"cosmetics","score":0.6800000071525574},{"id":"https://openalex.org/keywords/furniture","display_name":"furniture","score":0.8830000162124634},{"id":"https://openalex.org/keywords/mobile-commerce","display_name":"mobile commerce","score":0.4869999885559082}],"concepts":[{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.7473000288009644},{"id":"https://openalex.org/C44725695","wikidata":"https://www.wikidata.org/wiki/Q288156","display_name":"Normative","level":2,"score":0.7332000136375427},{"id":"https://openalex.org/C93225998","wikidata":"https://www.wikidata.org/wiki/Q1941972","display_name":"Moderation","level":2,"score":0.6876000165939331},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.6157000064849854},{"id":"https://openalex.org/C19891933","wikidata":"https://www.wikidata.org/wiki/Q9370542","display_name":"Normative social influence","level":3,"score":0.6004999876022339},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.5769000053405762},{"id":"https://openalex.org/C131158328","wikidata":"https://www.wikidata.org/wiki/Q1307337","display_name":"Social influence","level":2,"score":0.5081999897956848},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.3709999918937683},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.3684000074863434},{"id":"https://openalex.org/C153715457","wikidata":"https://www.wikidata.org/wiki/Q254183","display_name":"Augmented reality","level":2,"score":0.36480000615119934},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.3441999852657318},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.3418000042438507},{"id":"https://openalex.org/C53059260","wikidata":"https://www.wikidata.org/wiki/Q374758","display_name":"Multilevel model","level":2,"score":0.33719998598098755},{"id":"https://openalex.org/C24614281","wikidata":"https://www.wikidata.org/wiki/Q17086331","display_name":"Moderated mediation","level":2,"score":0.322299987077713},{"id":"https://openalex.org/C11806358","wikidata":"https://www.wikidata.org/wiki/Q622645","display_name":"Attitude","level":2,"score":0.32190001010894775},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.32019999623298645},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3000999987125397},{"id":"https://openalex.org/C2780559388","wikidata":"https://www.wikidata.org/wiki/Q1247189","display_name":"Mobile service","level":3,"score":0.27469998598098755},{"id":"https://openalex.org/C130064352","wikidata":"https://www.wikidata.org/wiki/Q853725","display_name":"Social relation","level":2,"score":0.26899999380111694},{"id":"https://openalex.org/C116537","wikidata":"https://www.wikidata.org/wiki/Q2169973","display_name":"Service provider","level":3,"score":0.26179999113082886},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.25220000743865967}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/jsm-09-2025-0687","doi":"https://doi.org/10.1108/jsm-09-2025-0687","is_oa":true,"landing_page_url":"https://doi.org/10.1108/jsm-09-2025-0687","pdf_url":null,"source":{"id":"https://openalex.org/S180851279","display_name":"Journal of Services Marketing","issn_l":"0887-6045","issn":["0887-6045","2054-1651"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","cwts-core","erih-plus","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Services Marketing","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1108/jsm-09-2025-0687","doi":"https://doi.org/10.1108/jsm-09-2025-0687","is_oa":true,"landing_page_url":"https://doi.org/10.1108/jsm-09-2025-0687","pdf_url":null,"source":{"id":"https://openalex.org/S180851279","display_name":"Journal of Services Marketing","issn_l":"0887-6045","issn":["0887-6045","2054-1651"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","cwts-core","erih-plus","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Services Marketing","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"display_name":"Peace, justice, and strong institutions","score":0.581277072429657,"id":"https://metadata.un.org/sdg/16"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":92,"referenced_works":["https://openalex.org/W570899737","https://openalex.org/W1964656302","https://openalex.org/W1973462280","https://openalex.org/W1974602095","https://openalex.org/W1983976677","https://openalex.org/W1988050849","https://openalex.org/W2000180876","https://openalex.org/W2004550196","https://openalex.org/W2015149767","https://openalex.org/W2018006065","https://openalex.org/W2025550180","https://openalex.org/W2030029424","https://openalex.org/W2037466801","https://openalex.org/W2041209259","https://openalex.org/W2041963608","https://openalex.org/W2047177276","https://openalex.org/W2052729098","https://openalex.org/W2055078707","https://openalex.org/W2064683297","https://openalex.org/W2066106849","https://openalex.org/W2076937313","https://openalex.org/W2083162801","https://openalex.org/W2083308712","https://openalex.org/W2087530381","https://openalex.org/W2089645249","https://openalex.org/W2090704724","https://openalex.org/W2091486593","https://openalex.org/W2100379340","https://openalex.org/W2105846236","https://openalex.org/W2106316689","https://openalex.org/W2112042732","https://openalex.org/W2119043452","https://openalex.org/W2130574627","https://openalex.org/W2140476057","https://openalex.org/W2140497364","https://openalex.org/W2145507836","https://openalex.org/W2282094412","https://openalex.org/W2323132578","https://openalex.org/W2468557952","https://openalex.org/W2492740852","https://openalex.org/W2540972650","https://openalex.org/W2558040734","https://openalex.org/W2616509004","https://openalex.org/W2617667035","https://openalex.org/W2749116679","https://openalex.org/W2788401049","https://openalex.org/W2810524680","https://openalex.org/W2882324067","https://openalex.org/W2888120430","https://openalex.org/W2898475880","https://openalex.org/W2923578873","https://openalex.org/W2980775210","https://openalex.org/W2990119673","https://openalex.org/W3014298485","https://openalex.org/W3014777072","https://openalex.org/W3141220279","https://openalex.org/W3195999619","https://openalex.org/W3208212632","https://openalex.org/W3214641806","https://openalex.org/W4200583518","https://openalex.org/W4206352016","https://openalex.org/W4220770389","https://openalex.org/W4220921443","https://openalex.org/W4225832948","https://openalex.org/W4234372245","https://openalex.org/W4235678817","https://openalex.org/W4242883546","https://openalex.org/W4289869205","https://openalex.org/W4297995040","https://openalex.org/W4301400648","https://openalex.org/W4301461015","https://openalex.org/W4304813831","https://openalex.org/W4318313222","https://openalex.org/W4385065303","https://openalex.org/W4385775620","https://openalex.org/W4386046302","https://openalex.org/W4388549873","https://openalex.org/W4388553488","https://openalex.org/W4389915017","https://openalex.org/W4390985299","https://openalex.org/W4401220685","https://openalex.org/W4401371761","https://openalex.org/W4402614751","https://openalex.org/W4403599998","https://openalex.org/W4407112394","https://openalex.org/W4411242128","https://openalex.org/W4414072929","https://openalex.org/W4415595970","https://openalex.org/W4416819567","https://openalex.org/W4417030391","https://openalex.org/W7116853754","https://openalex.org/W7127403383"],"related_works":[],"abstract_inverted_index":{"Purpose":[0],"Augmented":[1],"reality":[2],"(AR)":[3],"has":[4],"diffused":[5],"as":[6,103,124,195],"a":[7,82,97,104,118,125,229],"supplementary":[8],"service":[9],"in":[10,19,136,163,175,222,244,254],"phygital":[11,259],"retail,":[12],"yet":[13],"evidence":[14],"on":[15,274],"what":[16],"it":[17],"changes":[18],"consumer":[20],"evaluation":[21],"remains":[22],"thin.":[23],"The":[24,224],"goals":[25],"of":[26,202,207],"this":[27,32,47],"research":[28,33,48],"are":[29],"twofold:":[30],"first,":[31],"aims":[34,49],"to":[35,50,70,92,114,160,187,204,266],"examine":[36],"whether":[37,52],"AR":[38,67,78,131,157,162,203,215,234,263],"differently":[39],"shapes":[40],"hedonic":[41,134,154,208,242,252],"and":[42,45,56,68,158,181],"utilitarian":[43,141,182,220],"attitudes":[44],"second,":[46],"test":[51],"normative":[53],"social":[54,58,148,169,231,238,248,264,276],"influence":[55,59,149,170,239,249],"informational":[57,168,247],"shift":[60],"the":[61,151,164,172,176,196,211,268],"relationship":[62],"between":[63,153],"bidimensional":[64],"attitude":[65,135,142,155,180,183],"toward":[66,156],"desire":[69,159,186,194],"use":[71,161,188],"AR.":[72,189],"Design/methodology/approach":[73],"Two":[74],"experiments":[75],"compare":[76],"an":[77],"app":[79],"condition":[80],"with":[81],"non-AR":[83,98,119],"mobile":[84,100,121],"site":[85,101,122],"condition.":[86],"Study":[87,109],"1":[88],"assigns":[89,111],"224":[90],"participants":[91,113],"Sephora":[93,99],"Virtual":[94],"Mirror":[95],"or":[96,117],"(cosmetics":[102],"hedonic,":[105],"public-facing,":[106],"non-durable":[107],"category).":[108,129],"2":[110],"194":[112],"Ikea":[115,120],"Place":[116],"(furniture":[123],"utilitarian,":[126],"private-facing,":[127],"durable":[128],"Findings":[130],"experience":[132],"strengthens":[133,171],"both":[137],"product":[138,269],"categories,":[139],"whereas":[140,246],"shows":[143],"no":[144],"comparable":[145],"increase.":[146],"Normative":[147,237],"weakens":[150],"link":[152,174],"cosmetics":[165],"context":[166],"while":[167],"same":[173],"furniture":[177],"context.":[178],"Hedonic":[179],"each":[184],"predict":[185],"Originality/value":[190],"Self-regulation":[191],"theory":[192],"frames":[193],"motivational":[197],"mechanism":[198],"that":[199,214,258],"connects":[200],"evaluations":[201],"use.":[205],"Evidence":[206],"primacy":[209],"challenges":[210],"common":[212],"assumption":[213],"earns":[216],"adoption":[217],"mainly":[218],"through":[219],"improvement":[221],"decision-making.":[223],"opposing":[225],"moderation":[226],"effects":[227],"reject":[228],"single":[230],"strategy":[232],"for":[233],"across":[235],"categories.":[236],"can":[240,250],"dampen":[241],"motivation":[243,253],"cosmetics,":[245],"amplify":[251],"furniture,":[255],"which":[256],"implies":[257],"brands":[260],"should":[261],"design":[262],"cues":[265],"match":[267],"category":[270],"rather":[271],"than":[272],"rely":[273],"uniform":[275],"endorsement":[277],"features.":[278]},"counts_by_year":[],"updated_date":"2026-09-26T08:19:03.415552","created_date":"2026-06-19T00:00:00"}