.... Personalization had a significantly negative moderating influence on the association between cognitive engagement and continuous use. Originality/value Besides extending existing research in the area of metaverse-empowered channels, the study’s findings provide important guidelines for retail companies...

... with partial least squares structural equation modeling. Findings The outcome of this research provides the antecedents of the online shopping intention of customers after watching AI-based deepfake videos. These antecedents are MR, information manipulation tactics, personalization and perceived trust...

... (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes. The study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated...

... of personalizing three-dimensional (3D) virtual fashion stores. Through five phases of diagnosing, action planning, action taking, evaluating and specifying learning, the authors attempted to diagnose the current commercial offerings of modular designs in virtual spaces and to identify the right type...