<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632025000300003</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi56.7867</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Augmented Reality in Fashion Retail: Enhancing Consumer Decision-Making and Engagement]]></article-title>
<article-title xml:lang="es"><![CDATA[Realidad aumentada en el comercio minorista de moda: mejora de la toma de decisiones y la interacción del consumidor]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dandawate]]></surname>
<given-names><![CDATA[Sankalp]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Khanna]]></surname>
<given-names><![CDATA[Palak]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gawande]]></surname>
<given-names><![CDATA[Amol]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kumar]]></surname>
<given-names><![CDATA[Atul]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Shukla]]></surname>
<given-names><![CDATA[Stuti]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Dr. D. Y. Patil B-School  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Dr. D. Y. Patil B-School  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Dr. D. Y. Patil B-School  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Dr. D. Y. Patil B-School  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Dr. D. Y. Patil B-School  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>India</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>56</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632025000300003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632025000300003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632025000300003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The present study investigated the impact of Augmented Reality (AR) across consumers in the fashion industry by examining the role of AR strategies in the purchasing routine of consumers in India, investigating the impact of AR technologies on the digital populace, and exploring the factors associated with the purchasing decision. In addition, the effect of AR on consumer engagement is illustrated. A quantitative methodology research approach was applied, and data were collected from 200 consumers using a purposive sampling technique with the aid of a structured questionnaire. The quantitative data were analysed using the SPSS tool version 23 package by performing ANOVA, frequency, and correlation analysis. The outcomes of the study revealed that perceived benefits of AR, likely authenticity, and return rates impact consumer decision-making strategies. Furthermore, discovered the determinants to improve the buyer&#8217;s decision effectively. The research study implies that the brands should adopt AR strategies to integrate with the values and choices of consumers to nurture a sustainable association. Overall, the study recommends effective implementation of AR technologies to provide enhanced shopping experiences through the amalgamation of physical atmosphere and digital systems.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio investigó el impacto de la Realidad Aumentada (RA) en los consumidores de la industria de la moda, examinando el papel de las estrategias de RA en la rutina de compra en India, investigando el impacto de las tecnologías de RA en la población digital y explorando los factores asociados a la decisión de compra. Además, se ilustra el impacto de la RA en la interacción del consumidor. Se aplicó un enfoque de investigación con metodología cuantitativa y se recopilaron datos de 200 consumidores mediante una técnica de muestreo intencional con la ayuda de un cuestionario estructurado. Los datos cuantitativos se analizaron con el paquete SPSS versión 23 mediante análisis de ANOVA, frecuencia y correlación. Los resultados del estudio revelaron que los beneficios percibidos de la RA, la probable autenticidad y las tasas de retorno, influyen en las estrategias de toma de decisiones del consumidor. Además, se identificaron los determinantes para influir eficazmente en la decisión del comprador. El estudio de investigación sugiere que las marcas deberían adoptar estrategias de RA para integrarse con los valores y preferencias de los consumidores y fomentar una conexión sostenible. En general, el estudio recomienda la implementación efectiva de tecnologías de RA para brindar experiencias de compra mejoradas mediante la 30 integración del entorno físico y el sistema digital.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Augmented Reality (AR)]]></kwd>
<kwd lng="en"><![CDATA[Consumer Decision-Making]]></kwd>
<kwd lng="en"><![CDATA[Fashion Industry]]></kwd>
<kwd lng="en"><![CDATA[Digital Marketing]]></kwd>
<kwd lng="en"><![CDATA[Consumer Engagement]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[Realidad aumentada (RA)]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones del consumidor]]></kwd>
<kwd lng="es"><![CDATA[industria de la moda]]></kwd>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[participación del consumidor]]></kwd>
<kwd lng="es"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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