The use of immersive technologies has changed the consumption environment in which
retailers provide services. We present findings from a study designed to investigate …

The purpose of this study is to present a comprehensive review of the use of structural
equation modeling (SEM) in augmented reality (AR) studies in the context of the COVID-19 …

The rapid change in technology has turned the interaction between the customer and e-
commerce application into more realistically. One of the advanced technologies in e …

Purpose The use of extended reality (XR) to create memorable experiences has attracted
considerable attention, especially in tourism. Multisensory XR offers a new way of virtually …

In this research, we investigate consumer responses to technology-enhanced storytelling
marketing via augmented digital humans in two different contexts. We test the role of an …

The discussion of factors affecting the acceptance of new technologies in developing
countries is very important. The lack of modern technology uses in developing countries …

The research study assesses the factors that determine the adoption of Augmented and
Virtual Reality (AVR) technology in Higher and Tertiary Education. In spite of the well …

Given the rapid popularity of smart wearable products, users' continuance intentions are
increasingly important. Research concerning the continuance intentions to adopt smart …

Despite gaining consumer momentum and interest of Virtual Reality (VR) in the consumer
marketplace, the literature has lagged in exploring the continuance usage behaviour and …

Purpose The aim of this paper is to study and describe the Industry 4.0 (I4. 0) concept in the
retail industry by identifying the technology enablers, the benefits and the challenges …