During the last decade, research on new technologies such as virtual reality and augmented
reality in the context of marketing has gained notable attention from the marketing …

Using the social psychology theory of elaboration likelihood model (ELM), we present a
conceptual model of persuading consumer attitudes through virtual and augmented reality …

Purpose–The purpose of this paper is to review, critique and develop a research agenda for
the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo …

The rapid growth of technology has given rise to a form of communication unknown to the
business world ie “electronic word of mouth”(e-WOM), which is considered to be an ideal …

Abstract The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo,
proposed two routes to attitude change: central and peripheral. The central route …

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to
examine the effects of augmented reality (AR)(specifically augmentation) on consumers' …

In the last few decades, scholars and practitioners have increasingly tried to understand the
factors that influence technology acceptance. Theories and models developed by scholars …

This research represents a theoretical extension of the extended Technology Acceptance
Model (TAM) to study the consumer adoption of mobile coupons. We developed a model to …

Purpose This study conducts a systematic literature review to synthesize the extant literature
primarily on “online shopping consumer behavior” and to gain insight into “What drives …

An extended Theory of Planned Behavior (TPB) model was examined within the context of
mobile shopping with moderating effects of three consumer technology traits (ie, technology …