... indicate that anthropomorphism has a significant U-shaped effect on privacy concerns. We also find that personalization and hedonic value moderate the non-linear association between anthropomorphism and privacy concerns. Finally, we find additional support for the mediated effect of anthropomorphism...

... the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay). Design/methodology/approach Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi...

... of the state of art literature on AR marketing. The results of the study would allow AR practitioners to decide on their AR marketing related activities in a better way. AR, an immersive technology, can generate a highly stimulating and enjoyable experience, resulting in hedonic value for the users...

... and social value explains higher variance in satisfaction and WoM than that is evidenced in the alternate model comprising utilitarian and hedonic values. Shoppers’ gender and perceived retail crowding moderate the influence of shopping value on satisfaction. Practical implications Retail managers should...