... presence and immersion in the relationship between luxury consumers' psychological and behavioural inspiration towards VTO and the brand. The impact of IT Identity is also assessed as a boundary condition. Design/methodology/approach Data collection followed a mixed-method approach, including focus...

... of individuals differently depending on their levels of information technology (IT) identity. Design/methodology/approach Drawing upon the IT identity literature and the conservation of resources (COR) theory, a conceptual model is developed, tested and validated using the data collected in Australia through...

...Wenjing Zhang; Dong Li Purpose The mobile medical consultation (MMC) service is growing rapidly, but not all consumers are always willing to actively engage with it. To address this issue, based on IT identity theory, this study explores the underlying mechanism of how two types of platform...