...Xiaowei Fan; Jiyao Xun; Les Dolega; Woon Kian Chong Purpose This study addresses the unclear influence of metaverse retail interactivity on behavioral intention across product categories by integrating a modified stimulus–organism–response (S-O-R) framework with the experiential hierarchy model...

... – autonomy, interactivity and usability – contribute to student engagement and learning outcomes. Design/methodology/approach From the lens of the self-determination theory, the study seeks to articulate how these GenAI features influence student engagement and their ability to achieve specific goals...