... the effects of crucial antecedents of AR interactive technology on customers' behavior toward AR-based e-commerce websites. Design/methodology/approach Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India...

... in various areas such as enhancing CRM practices (O’Leary et al., 2004); providing interactional and transactional benefits (Thao and Swierczek, 2008); improving export marketing performance (Lu and Julian, 2007); providing strategic benefits such as cost reduction, revenue generation...