Abstract The application of Augmented Reality (AR) in business applications has seen
colossal growth in recent years with even healthier future growth expectations. To advance …

Healthcare services/products, such as medicine, consultation with doctors, lab tests, are
growing in popularity, and their benefits are well known. Little is known about the …

The spread of the COVID-19 pandemic has resulted in the launch of contactless delivery
services. This research integrates resource matching, service quality evaluation, and …

Since the launch of Pokémon Go, augmented reality (AR) has been one of the main
research areas within new technologies. Integrating digital elements into the physical world …

The application of augmented reality (AR) is receiving great interest in e-commerce, m-
commerce, and brick-and-mortar-retailing. A growing body of literature has explored several …

Excessive marketing competition among brands has recently increased consumer demand
for brand authenticity. Brand authenticity has become a precondition for successful business …

Purpose Augmented reality (AR) has emerged as a new interactive technology, swiftly
transforming the field of marketing. Driven by its rapid uptake in marketing practices …

Purpose The present study aims to propose a framework elucidating the attributes of mobile
augmented reality (AR) shopping apps (ie, spatial presence, perceived personalization and …

This study adopted an advanced model, combining the technology acceptance model, the
theory of reasoned action, the diffusion of innovations, trust, and five aspects of perceived …

This study contributes to the extant literature on instructional technology by investigating the
relationships between the social and personal factors and behavioral intention to use virtual …