...Sumedha Chauhan; Sandeep Goyal; Sandip Mukhopadhyay Purpose Drawing on the self-determination and innovation resistance theories, this study aims to examine the drivers and barriers of AR adoption, thereby pushing for a holistic approach toward enhancing AR adoption among online consumers...

.../value This study extends the Innovation Resistance Theory into the domain of AICA adoption, exploring the nuanced effects of IRT barriers on consumer resistance and NWOM. This study highlights the mediating role of consumer resistance in the relationship between barriers and NWOM, providing actionable...