...Jung-Hwan Kim; Minjeong Kim; Jiyeon Kim; Minjung Park; Jungmin Yoo Purpose This study explores how VR interactivity influences user perceptions and behavioural intentions by stimulating mental imagery. Grounded in flow theory and TAM, it positions mental imagery as a key mechanism linking...

... is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator...

...Ran Huang; Sejin Ha Purpose Drawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive processing of visually appealing digital content in social media (i.e. Instagram) of retail brands...