...Weihan Liang; Jiyao Xun; Les Dolega Purpose Although augmented reality (AR) and mixed reality (MR) are increasingly used to enhance in-store retail experiences, their distinct effects on shopper decision-making remain underexplored. Drawing on flow theory and the technology acceptance model (TAM...

... extends the current flow theory by modelling flow dimensions as an independent variable that affects e-customer satisfaction and repurchase intention. This paper provides a useful structure for retailers, explaining how flow dimensions affect online retailing during pandemic periods. Flow...