Lingyao Jin

Adopting Mixed Reality Product Customisation in Brick-and-Mortar Retail: Stakeholder Insights for Commercialisation Challenge

Although increasing attention is being paid to implementing mixed reality (MR) technology in retail purchases, integrating MR with brick-and-mortar shops has been overlooked. This study focuses on adopting MR product customisation interfaces in brick-and-mortar shops using fashion retail as an example. It evaluates th…