Purpose This study explored the influence of personalized virtual try-on (PVTO) technology
on consumer behavior in the apparel industry, focusing on decision comfort. It investigated …

Purpose Advancements in augmented reality (AR) technology have increased the interest in
improving brand equity by creating AR-enhanced branding experiences. However, despite …

Following In the post-pandemic landscape, the resurgence of in-store shopping has caused
a decline in online purchases. However, the retail industry has witnessed a surge in the …

Purpose The advent of mixed reality technologies in e-commerce presents marketers with
numerous challenges in effectively harnessing these technologies to influence desired …

抽象的本研究调查了重用增强现实(AR) 应用程序意图的决定因素。 数据来自439 名IKEA Place
应用程序用户， 并使用'偏最小二乘法'(PLS) 和'模糊集定性比较分析'(fsQCA) 方法进行评估 …

Purpose Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer
experience, their adoption is in the preliminary stages. Little is known about inherent …

Purpose People have utilized artificial intelligence (AI) reading assistants for study. This tool
assists readers in summarizing the content of a book. However, the crucial factor in …

This study aims to understand how interaction design can enhance the user experience of
random video chats using virtual avatars (RVC–VAs). We propose a framework to explain …

Purpose The purpose of the study is to investigate the effect of augmented reality (AR)
characteristics in packaging on perceived value and consumer behavioral intentions such …

Despite the increasing adoption of augmented reality (AR) in journalism, there is limited
scholarly attention devoted to understanding its effects compared to traditional modalities …