Table 2. Research main variables... | Emerald Publishing

Table 2.

Research main variables definitions and aliases

Constructs	Definitions	Aliases/operationalizations	Related research
Closeness	The perceived spatial proximity between the user and virtual content during AR or VR interaction	Closeness, perceived physical closeness; perceived proximity	Poushneh (2021), Rauschnabel et al. (2024)
Telepresence	A psychological state in which users feel present inside a computer-generated virtual environment	Telepresence, virtual transportation; VR presence	Lee et al. (2024)
Local presence	A psychological state in which users perceive virtual elements as integrated into their immediate physical surroundings	Local presence, presence in physical environment; AR presence	Schein et al. (2025)
Mental imagery	Representation of objects, such as products and services, in the customer’s mind, is facilitated by AR and VR technologies	Mental intangibility, tangibility	Bogicevic et al. (2019), Heller et al. (2019a)
Decision comfort	The effectiveness of retailers in simplifying customer decision-making for choosing specific products via AR and VR technologies	Decision ease, decision-making comfort	Heller et al. (2019a, 2019b)
User experience	The unique and enjoyable experience customers have during their interaction with AR and VR technologies	Unique experience, enjoyment, excitement	Alimamy and Nadeem (2021), Batat (2021)
Flow	The state of being completely involved in an activity through AR and VR technologies leads to optimal experience	Flow, immersion, cognitive absorption	Arghashi and Yuksel, (2022), Brannon Barhorst et al. (2021)
Perceived ease of use	The degree to which a person believes that using a specific system or technology would be effortless	Ease of use, perceived ease	Arghashi and Yuksel, (2022), Plotkina and Saurel (2019)
Perceived usefulness	The extent to which a user believes that using a particular system or technology will enhance their performance	Usefulness, enhancing performance	Arghashi and Yuksel (2022); Plotkina and Saurel (2019)
Privacy concern	Concerns about how personal information is collected, accessed, used and protected by AR and VR technologies	Privacy issues, data protection	Feng and Xie, (2019), Poushneh, (2018)
Perceived risk	The uncertainty and potential negative consequences associated with the use of a retailer, product or technology	Financial risk, psychological risk, social risk, risk beliefs, risk perceptions	Feng and Xie, (2019), Poushneh, (2018)
Satisfaction	The emotional response or affective state resulting from the technology experience	User satisfaction, emotional reaction	Butt et al. (2022), Chiu et al. (2021)
Attitude	The predisposed emotional response or feelings toward objects, attributes or interests associated with AR and VR technologies	Attitude toward AR and VR technologies	Alimamy and Al-Imamy (2021), Holdack et al. (2022)
Engagement	The non-financial investment customers make in maintaining a relationship with a brand beyond mere transactions	Consumer engagement, behavioural engagement, WOM	Arghashi and Yuksel, (2022), Cuomo et al. (2015)
Behavioural response	The actions and intentions of customers toward AR and VR technologies, ranging from purchase to active participation	Purchase intention, usage, reuse, loyalty, co-creation of value, resource integration	Bonnin, (2020), He et al. (2018)

Constructs	Definitions	Aliases/operationalizations	Related research
Closeness	The perceived spatial proximity between the user and virtual content during AR or VR interaction	Closeness, perceived physical closeness; perceived proximity	Poushneh (2021), Rauschnabel et al. (2024)
Telepresence	A psychological state in which users feel present inside a computer-generated virtual environment	Telepresence, virtual transportation; VR presence	Lee et al. (2024)
Local presence	A psychological state in which users perceive virtual elements as integrated into their immediate physical surroundings	Local presence, presence in physical environment; AR presence	Schein et al. (2025)
Mental imagery	Representation of objects, such as products and services, in the customer’s mind, is facilitated by AR and VR technologies	Mental intangibility, tangibility	Bogicevic et al. (2019), Heller et al. (2019a)
Decision comfort	The effectiveness of retailers in simplifying customer decision-making for choosing specific products via AR and VR technologies	Decision ease, decision-making comfort	Heller et al. (2019a, 2019b)
User experience	The unique and enjoyable experience customers have during their interaction with AR and VR technologies	Unique experience, enjoyment, excitement	Alimamy and Nadeem (2021), Batat (2021)
Flow	The state of being completely involved in an activity through AR and VR technologies leads to optimal experience	Flow, immersion, cognitive absorption	Arghashi and Yuksel, (2022), Brannon Barhorst et al. (2021)
Perceived ease of use	The degree to which a person believes that using a specific system or technology would be effortless	Ease of use, perceived ease	Arghashi and Yuksel, (2022), Plotkina and Saurel (2019)
Perceived usefulness	The extent to which a user believes that using a particular system or technology will enhance their performance	Usefulness, enhancing performance	Arghashi and Yuksel (2022); Plotkina and Saurel (2019)
Privacy concern	Concerns about how personal information is collected, accessed, used and protected by AR and VR technologies	Privacy issues, data protection	Feng and Xie, (2019), Poushneh, (2018)
Perceived risk	The uncertainty and potential negative consequences associated with the use of a retailer, product or technology	Financial risk, psychological risk, social risk, risk beliefs, risk perceptions	Feng and Xie, (2019), Poushneh, (2018)
Satisfaction	The emotional response or affective state resulting from the technology experience	User satisfaction, emotional reaction	Butt et al. (2022), Chiu et al. (2021)
Attitude	The predisposed emotional response or feelings toward objects, attributes or interests associated with AR and VR technologies	Attitude toward AR and VR technologies	Alimamy and Al-Imamy (2021), Holdack et al. (2022)
Engagement	The non-financial investment customers make in maintaining a relationship with a brand beyond mere transactions	Consumer engagement, behavioural engagement, WOM	Arghashi and Yuksel, (2022), Cuomo et al. (2015)
Behavioural response	The actions and intentions of customers toward AR and VR technologies, ranging from purchase to active participation	Purchase intention, usage, reuse, loyalty, co-creation of value, resource integration	Bonnin, (2020), He et al. (2018)

Source(s): Developed by the author