...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 technology acceptance model (TAM) to investigate the factors influencing consumers’ attitudes toward VTO technology and their willingness to purchase online. Design/methodology/approach Data were collected through an online survey of 228 Italian respondents. The proposed research model...

... Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Impulse buying Interest-based e-commerce Content creativity Technology acceptance model The emergence of live streaming and short-form videos has driven a boom in social media, as well as boosting its fusion...

...Maria Jose Castillo S; Enrique Bigne Purpose This paper proposes a model that extends the technology acceptance model (TAM) by identifying factors that influence consumers' acceptance of augmented reality (AR) self-service technologies (AR-based SSTs) in the retail sector, resulting...

... of users. The position of themes in the model is determined by the most dominant variable type in the theme and by employing the technology acceptance model as the reference paradigm. Research limitations/implications The current review contributes to the advancement of literature by setting a research...