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The Impact of Augmented Reality on Perceived Value and Consumer Buying Intention: A Cross-Cultural Comparison from the Uses and Gratifications Perspective |
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| รหัสดีโอไอ | |
| Creator | Sorranan Rongrodejanarug |
| Title | The Impact of Augmented Reality on Perceived Value and Consumer Buying Intention: A Cross-Cultural Comparison from the Uses and Gratifications Perspective |
| Publisher | Thammasat Business School, Thammasat University |
| Publication Year | 2568 |
| Journal Title | Journal of Business Administration (JBA) |
| Journal Vol. | 48 |
| Journal No. | 186 (Apr-Jun 2025) |
| Page no. | 69 |
| Keyword | Augmented Reality, Augmented Reality Marketing, Cross-Cultural Marketing, Digital Marketing, Thai Consumers, UK Consumers |
| URL Website | http://www.jba.tbs.tu.ac.th |
| Website title | http://www.journal.tbs.tu.ac.th |
| ISSN | 2774-0153 (Online) |
