TY - CONF AB - This study explores how consumer involvement affects their engagement in mobile stores (m-stores) and thus leads to intention to purchase through m-stores. Applying Consumer Brand Engagement model (CBE) as the theoretical lens, we show that consumer involvement leads to consumer m-store usage intention through consumer m-store engagement (CSE). Findings contribute to the existing literature by elaborating the underlying mechanism of consumer adoption, involvement, and engagement of AR mobile apps and m-stores. Practically, our study findings provide an insight to retailers that interactive technology may serve as a new tool to engage consumers emotionally and cognitively in the digital era. AU - Ziyou Jiang, Yoo-Kyoung Seock, Jewon Lyu DA - 2022/9// DO - 10.31274/itaa.13564 IS - 1 VL - 78 PB - Iowa State University Digital Press PY - 2022 TI - Does Augmented Reality Really Engage Consumers? Exploring AR Driven Consumer Engagement T2 - International Textile and Apparel Association Annual Conference Proceedings UR - https://www.iastatedigitalpress.com/itaa/article/id/13564/ ER -