With the advancement of 3D design software,“digital fashion” has evolved from a retail and
design tool for physical fashion to a virtual-only end-product sold to consumers in wholly …

Recent technological advancements, notably in augmented reality (AR), have disrupted the
marketing landscape, arousing interest in immersive experiences for consumers. In …

The future of the Internet lies in the utilization of contemporary virtual technology, the
metaverse is a virtual ecosystem for communication and interaction. This study aims to …

Augmented reality (AR) has proven to be a potential source of disruption in the marketing
discipline. Abundant research has attested to AR's potential by exploring the impact of AR …

The literature examining the influence of augmented reality (AR)-driven experiences on
consumer outcomes in retail is at an emerging stage, with little investigation conducted in …

Purpose Consumers are increasingly embracing innovative technologies for enhanced
experiences. This study delves into the banking consumer brand experience through the …

Purpose The main aim of this research is to portray how augmented reality (AR)
characteristics (augmentation, interactivity, personalization, spatial presence, novelty …

Purpose In recent years, there has been significant interest in adopting XR (extended reality)
technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail …

Extended reality (XR) has attracted the attention of both scholars and practitioners, and the
literature addressing XR in the e-commerce context has expanded. Based on the reviewed …

The study aims to empirically examine the consumers' online apparel purchasing behavior
using the constructs from the technology acceptance model (UTAUT). The complex …