Merve Sultan Demirkaya

Consumer Valuation of AR-Enabled Indoor Navigation in Shopping Malls: A Choice-Based Conjoint Analysis

Augmented reality (AR) indoor navigation can combine wayfinding, information, gamification, and promotions in shopping malls, but how consumers value these features is unclear. In a choice-based conjoint experiment, 295 South Korean adults aged 20–49 from an online panel chose am...