...Xiaohan Lin; Yingjiao Xu; Chanmi Hwang Purpose This study examines how the key features of 3D fashion lookbooks – interactivity, vividness and realism – shape consumer responses by integrating the technology acceptance model (TAM) with the stimulus-organism-response (S-O-R) framework. It explores...

.... Design/methodology/approach Drawing on the stimulus–organism–response (S–O–R) theoretical framework, this study postulates and tests a model to help understand the behaviour of Spanish users towards social commerce, specifically Instagram Commerce. To accomplish this purpose, an SEM analysis...