... the adoption of AR for online shopping. By exploring the relationship between these variables, we provide a comprehensive understanding of how AR impacts consumer perceptions. Originality/value This study extends gratification theory by analysing AR adoption in retail through a two-study approach...

... had watched a TV home shopping channel was used. Structural equation modeling (SEM) examined the relationships among emotional factors that affect satisfaction. Findings This study found that loneliness was an antecedent of both gratification shopping motivation and telepresence...