This review article delves into the transformative journey of e-commerce, tracing its inception
in the mid-1990s, characterized by visionary companies such as Amazon, eBay, Alibaba …

Purpose This study is among the first to integrate the technology acceptance model (TAM)
and value-based adoption model (VAM) in the context of augmented reality (AR) shopping. It …

This research endeavors to delve into the multifaceted role of Augmented Reality (AR) as a
pivotal marketing tool within the evolving landscape of the retail sector in the aftermath of the …

Konten interaktif telah menjadi salah satu strategi utama dalam membangun keterlibatan
konsumen dan memperkuat kesetiaan merek dalam lingkungan digital saat ini. Artikel ini …

Purpose This study aims to explore the impact of augmented reality (AR) technologies on
consumer information processing and value perceptions in physical stores. Specifically, it …

The maturation and growing popularity of augmented reality (AR) technology in recent years
have promoted its implementation, leading to the emergence of various AR-related …

Purpose The main objective of our study is to shed light on how perceived enjoyment
influences the intricate relationship between value cocreation and consumer satisfaction …

Purpose Building on technology acceptance and learning transfer theories, this study aims
to evaluate the integration of mobile augmented reality (MAR) in omnichannel retailing …

This research aims to explore the role of Augmented Reality (AR) as a marketing medium in
the context of the post-pandemic retail sector. This research adopts a quantitative approach …

This study aims to explore how augmented reality (AR) and a company's unique resources
optimize competitive advantage to improve marketing performance using a qualitative …