Shopping in the digital world: Examining customer engagement through augmented reality mobile applications

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement

As the metaverse emerges as a transformative digital realm, its adoption and integration into various aspects of society are subjects of increasing scholarly and practical interest. This research investigated the factors influencing the intention to use metaverse technology (IU) in Bangkok metropolitan areas, with a particular focus on the extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, alongside the role of social media marketing (SMM) and consumer engagement (CE). To verify behavioral intention, gender, age, and experience are proposed as moderating factors affecting the constructs on individuals' behavioral intention of metaverse technology usage. The study collected data from 403 Thai internet users living in Bangkok and its surrounding areas using an online questionnaire. Subsequently, the PLS-SEM method was employed to validate the research model's robustness and reliability. Structural model analysis revealed significant relationships among constructs, highlighting SMM's direct influence on UTAUT2 (β = 0.787) and CE (β = 0.211). Serial mediation analyzes demonstrated a fully mediating role of SMM influencing UI through CE (β = 0.572) and UTAUT2 (β = 0.306). Moderation analyzes revealed the association between SMM and IU, mediated through UTAUT2 and CE, is moderated by age and experience. Additionally, the integration of PLS-SEM and artificial neural network (ANN) models underscored the accuracy and predictive power of the proposed framework. The findings of this study not only contribute to academic literature but also offer practical implications for marketers aiming to navigate the metaverse landscape effectively. They emphasize the pivotal role of UTAUT2 constructs and the subtle interplay between SMM, CE, and IU in shaping successful marketing strategies.

Engagement and loyalty in mobile applications for restaurant home deliveries

This study examines user engagement and loyalty in mobile applications for restaurant home deliveries during the COVID-19 pandemic. It explores the concepts of loyalty, engagement, and interactivity, with convenience and safety as drivers for continued use. Using Partial Least Squares Structural Equations Modelling (PLS-SEM), data from 349 users of restaurant ordering apps in Colombia was analysed. Results indicate that engagement, convenience, and safety positively influence loyalty. Interactivity indirectly affects loyalty through engagement. This research sheds light on the factors impacting engagement and loyalty, specifically during the pandemic. It addresses underexplored marketing relationships and guides companies operating such apps to understand key drivers of user loyalty.

Investigating the acceptance intentions of online shopping assistants in E-commerce interactions: Mediating role of trust and effects of consumer demographics

Online shopping has various advantages, such as convenience, easy access to information, a greater variety of products or services, discounts, and lower prices. However, the absence of salespeople's personalized assistance decreases the online customer experience. Business-to-consumer e-commerce companies are increasingly implementing online shopping assistants (OSAs), interactive and automated tools used to assist customers without salespeople's assistance. However, no comprehensive model of OSA acceptance in e-commerce exists, including constructs from multiple information system disciplines, sociopsychology, and information security. This study aims to fill these gaps by empirically investigating consumers' intention to accept OSAs from a functional, social, relational, and security perspective. It identifies OSA acceptance factors in e-commerce through an extensive literature review and expert opinion. A research model is proposed after identifying structural relationships among the study's variables from the literature. The study employs partial least squares-structural equation modeling (PLS-SEM) to validate the proposed model empirically. The results indicate that anthropomorphism, attitude, ease of use, enjoyment, privacy, trust, and usefulness are crucial determinants of acceptance variables. There are significant moderating effects of respondents' gender and education on OSA acceptance. The study's results have substantial implications for academia, extending and validating the Technology Acceptance Model (TAM) for OSA acceptance in e-commerce. The study will help e-commerce marketers develop optimal adoption strategies when implementing OSAs on social media platforms.

Understanding smart education continuance intention in a delayed benefit context: An integration of sensory stimuli, UTAUT, and flow theory

Smart education is a combination of AI and education, and its benefits are delayed. Existing research lacks an understanding of smart education continuance intention in the context of this delayed benefit. Thus, this study aimed to examine users' continuance intention in a delayed benefit context by integrating sensory stimulus, the extended UTAUT, and flow theory. The study focused on a mobile-based smart education (MBSE) system (Liulishuo) and collected data on 494 MBSE users. The PLS-SEM analysis suggested that the model is largely supported. Identifying MBSE's technical attributes as sensory stimuli, the extended UTAUT as primary information processing, flow as secondary information processing, and continuance intention as a decision, this study verifies the relationships between various constructs and their influence on MBSE continuance intention. The results also indicate that a user's flow state plays a crucial role in strengthening continuance intention and realizing the delayed benefits of smart education. Thus, this study provides a deeper understanding of continuous usage mechanisms as they relate to smart education.

Persuading Patients Using Rhetoric to Improve Artificial Intelligence Adoption: Experimental Study

BACKGROUND

Artificial intelligence (AI) can transform health care processes with its increasing ability to translate complex structured and unstructured data into actionable clinical decisions. Although it has been established that AI is much more efficient than a clinician, the adoption rate has been slower in health care. Prior studies have pointed out that the lack of trust in AI, privacy concerns, degrees of customer innovativeness, and perceived novelty value influence AI adoption. With the promotion of AI products to patients, the role of rhetoric in influencing these factors has received scant attention.

OBJECTIVE

The main objective of this study was to examine whether communication strategies (ethos, pathos, and logos) are more successful in overcoming factors that hinder AI product adoption among patients.

METHODS

We conducted experiments in which we manipulated the communication strategy (ethos, pathos, and logos) in promotional ads for an AI product. We collected responses from 150 participants using Amazon Mechanical Turk. Participants were randomly exposed to a specific rhetoric-based advertisement during the experiments.

RESULTS

Our results indicate that using communication strategies to promote an AI product affects users' trust, customer innovativeness, and perceived novelty value, leading to improved product adoption. Pathos-laden promotions improve AI product adoption by nudging users' trust (n=52; β=.532; P<.001) and perceived novelty value of the product (n=52; β=.517; P=.001). Similarly, ethos-laden promotions improve AI product adoption by nudging customer innovativeness (n=50; β=.465; P<.001). In addition, logos-laden promotions improve AI product adoption by alleviating trust issues (n=48; β=.657; P<.001).

CONCLUSIONS

Promoting AI products to patients using rhetoric-based advertisements can help overcome factors that hinder AI adoption by assuaging user concerns about using a new AI agent in their care process.

The Effect of Augmented Reality and Privacy Priming in a Fashion-Related App: An Application of Technology Acceptance Model

In this research, we tested (a) the effects of augmented reality (AR) and (b) how the effects of AR could be moderated by privacy perceptions. We used a 2 eyewear app type (AR vs. non-AR) by 2 privacy priming (prime vs. no prime) between-subject experimental design, and 114 Korean adults participated in the experiment. Results showed that AR had a main effect on perceived ease of use but not on perceived usefulness. Instead, the effect of AR on perceived usefulness was moderated by privacy priming such that the positive effect of AR on perceived usefulness was weaker when privacy concern was salient. Moreover, the results provided support for a moderated mediation model in which the indirect effect of AR on intent to use the app via perceived usefulness was moderated by privacy priming. Theoretical and practical implications are discussed.

How Augmented Reality Increases Engagement Through Its Impact on Risk and the Decision Process

Augmented reality (AR) overcomes one of the main limitations of e-commerce, such as the prepurchase trial. The consumer can virtually see how a product is integrated into the real world through this technology. Therefore, AR may reduce the perceived risk of buying a product online. Despite existing research, the impact of AR on the consumer decision process needs to be further explored. Consequently, this research aims to understand the impact of AR on the perception of risk and the purchase decision process, considering decision comfort and decision confidence. Through a between-subjects experiment, the results show that AR reduces the risk of online shopping. However, it has no direct effect on the decision process. Reducing risk and the comfort it brings generates decision confidence and satisfaction with the shopping experience. This satisfaction will generate engagement toward the online shop platform. The research highlights the process through which AR impacts the decision-making process. The implications for AR marketing theory and managerial implications in the age of the metaverse are discussed.

The effects of digital nativity on nonvolitional routine and innovative usage

Purpose

This study explores the differences between digital immigrants (DIs) and digital natives (DNs) in the continuance of routine and innovative information system use.

Design/methodology/approach

A quantitative survey was conducted with two different samples comprising 100 DIs and 152 DNs in mandatory information system use contexts. Data were analyzed with structural equation modeling to examine the hypothesized relationships in the research model.

Findings

Results revealed differences among digital nativity groups. The effect of confirmation of expectations about system use on satisfaction is stronger for DNs whereas the effect on task–technology fit (TTF) is similar in both digital groups. Interestingly, significant differences between digital nativity groups occur in routine use. For DIs, TTF and habit are significant while for DNs, satisfaction significantly affects routine use. The results show no difference between digital native groups regarding innovative use.

Originality/value

This study extends the concept of digital nativity to routine and innovative system use, contributing to an enhanced understanding about the differences in information systems continuance (ISC) based on digital nativity. It also provides a fine-grained discussion of how to classify digital nativity and its impact in working contexts and extends the IS continuance model by considering two types of IS usage.

An application of AR in cosmetological industry after coronavirus disease-19 pandemic

BACKGROUND

The consumption pattern in the beauty Industry has been changed due to the coronavirus disease-19 (COVID-19) crisis. As hygiene issues were raised, non-face-to-face communication was emphasized, and within this framework, the use of augmented reality (AR) emerged as one of the hottest topics in the industry.

AIMS

To check the usefulness of AR in the beauty Industry by systematically examining quantitative research which in turn verifies empirically the effectiveness of AR.

METHODS

A total of eight quantitative studies that verified the effect of AR in the cosmetic field were identified, and the contents of the studies were analyzed using PRISMA flow diagram.

RESULT

Sub-elements of reciprocity and expressive power for AR showed that they stimulate individual emotions and encourage purchase.

CONCLUSION

In the current beauty Industry dominated by non-face-to-face interactions, AR was evaluated as an appropriate means to respond to changes in the market.

Influence of motivation and academic performance in the use of Augmented Reality in education. A systematic review

The recent technologies rise today as a tool of significant importance today, especially in the educational context. In this sense, Augmented Reality (AR) is a technology that is achieving a greater presence in educational centers in the last decade. However, Augmented Reality has not been explored in depth at the Secondary Education stage. Due to this, it is essential to analyze and concentrate the scientific research developed around this educational technology at that stage. Therefore, the aim of this research is to describe the influence that Augmented Reality shows on the motivation and academic performance of students in the Secondary Education stage. In relation to the methodology, a systematic review of the literature has been conducted using the Kitchenham protocol, where several factors have been analyzed, such as subjects, activities, and electronic implementation devices, together with the effects on motivation and student's academic performance. The Scopus and Web of Science (WoS) databases have been used to search for scientific papers, with a total of 344 investigations being analyzed between 2012 and 2022. The methodological stages considered were the formulation of research questions, the choice of data sources, search strategies, inclusion and exclusion criteria and quality assessment, and finally, data extraction and synthesis. The results obtained have shown that the use of AR in the classroom provides higher levels of motivation, reflected by factors such as attention, relevance, confidence, and satisfaction, and reflects better results in the tests carried out on the experimental groups compared to the control groups, which means an improvement in the academic performance of students. These results supply a fundamental theoretical basis, where the different teachers should be supported for the incorporation of AR in the classroom, since how this educational technology has been shown offers great opportunities. Likewise, the development of research in areas not so addressed can further clarify the generality of AR based on its influence on learning. In addition, the fields of natural sciences and logical-mathematical have been the most addressed, managing to implement their contents through object modeling. In short, this research highlights the importance of incorporating Augmented Reality into all areas and educational stages, since it is a significant improvement in the teaching and learning process.

Conceptualising and measuring experiential health-care services: role of consumer involvement

Purpose

The purpose of this paper are threefold paper are threefold; firstly, to validate and measure significant dimensions of customer experience in the health care sector; secondly, to evaluate the antecedents and dimensions of customer experience and its impact on customer outcomes in health care; and thirdly, to examine the role of customer involvement as a moderator between antecedents and dimensions of customer experience.

Design/methodology/approach

This study is based upon primary data collection sources, particularly in-depth interviews, focus group interviews and survey methods. Both qualitative and quantitative studies were carried out. This qualitative study was conducted to conceptualize customer experience in the health-care sector. Whereas the quantitative study was undertaken to collect data from randomly selected, experienced 181 respondents for testing the proposed model.

Findings

Affective, relational and physical have emerged as significant customer experience dimensions in the health-care sector. All three dimensions have a positive and significant impact on the important customer outcomes, that is, satisfaction, attitudinal loyalty and brand equity. Service quality, supportive services and contextual services significantly affect customer experience. Customer involvement moderates the relationship between all the three antecedents and dimensions of customer experience.

Research limitations/implications

This study is primarily focused on customers' perceptions of the health-care sector. This study’s model could be implemented in different sectors such as lodging, food service, restaurant or other industries as well. Further, the role of moderators, namely, consumer attitudes, service quality, perceived risk, price and past experience, are also suggested to be explored for theorising the customer experience.

Originality/value

This study makes a maiden attempt to establish affective, relational and physical as three significant dimensions of customer experience in the health-care sector. Sensory and cognitive dimensions are found to be insignificant.

Functionality, Emotion, and Acceptance of Artificial Intelligence Virtual Assistants

This paper aims to expand the acceptance of the AI Virtual Assistant model from the perspective of user’s cognition. Based on the 240 samples, we used multi-layer regression analysis to investigate the influencing factors and differential effects of users' acceptance of AI Virtual Assistant. The results show that functional cognition and emotional cognition of users are important influencing factors for an artificial intelligence virtual assistant. This provides a new perspective for user acceptance processes of the AI Virtual Assistant. We also examined the moderating effect of social norms between user cognition and AI Virtual Assistant. At last, a new AI acceptance model of AI Virtual Assistant was established.

Augmented Reality (AR) Supporting Citizen Engagement in Circular Economy

Improving the public’s awareness of and engagement with sustainable practices is essential for transitioning from a linear to a circular economy (CE). This task is not trivial; however, research into new ways of effectively supporting awareness and engagement, especially in view of digitalization trends, is still missing. In this study, we investigate the ability of augmented reality (AR) technology to improve awareness of CE practices and to engage citizens, inclusively, in the CE approach. Specifically, we report on the development of a novel AR engagement tool and present the results of two studies undertaken using this tool to assess the reliability and validity of this engagement practice. The first study focuses on the citizens of a municipality in Greece, and the second focuses on the general public outside the municipality boundaries. Attributes related to user engagement, such as novelty, aesthetics, perceived usability, endurability, focused attention, self-efficacy, perceived learning, and interest in the topic, were assessed, as were factors affecting these attributes related to the participants’ knowledge of CE principles and exposure to similar technologies. The two studies indicate that the AR engagement tool increased social inclusion and community cohesion and was able to successfully bring CE principles and benefits to the public’s attention. Higher engagement levels were observed in participants who had limited exposure to the concept of CE prior to using the AR tool, and its use was found to improve their confidence and interest in CE. This study aspires to contribute to the ongoing discourse on the use of mobile AR and to support further evidence-based development of digital tools for public awareness and engagement.

Understanding customer satisfaction of augmented reality in retail: a human value orientation and consumption value perspective

Purpose

While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption value theory, this research proposes a new model analysing the effects of human value orientation (openness to change, conservation, self-transcendence, and self-enhancement) on perceived AR values (playful, social, visual appeal, usability) and subsequently the effects on customer satisfaction.

Design/methodology/approach

:The authors employed a two-step online data collection. The first step was to identify those who had used retailers' AR applications, who were then invited to participate in the full survey in the second step. A sample of 253 AR technology users' data was analysed using partial least square and structural equation modelling.

Findings

The results reveal that each human value orientation is associated with its unique perceived AR values and that various perceived AR values influence customer satisfaction differently.

Originality/value

This study shows the pivotal role human value orientation plays in influencing customer perceived AR values and their impacts on customer satisfaction. The findings offer key implications for digital marketing segmentation.

A conceptual model for studying the immersive mobile augmented reality application-enhanced experience

Purpose

This study aims to develop and propose an integrated conceptual framework that illustrates how emerging technologies such as mobile augmented reality applications (MAR apps) stimulate a user's immersive MAR app-enhanced experience—a human psychological state of being engaged and engrossed in a virtual environment—which in turn facilitates user responses.

Design/methodology/approach

This study draws on a literature review of related fields to develop a theoretical model showing the centrality of the immersive MAR app-enhanced experience.

Findings

A conceptual model that explicates the selected antecedents and outcomes of the AR-enhanced immersive experience is proposed. The findings suggest that the traits of both the user (mental imagery, personal innovativeness) and the device (simulated physical control, environmental embedding) facilitate the immersive MAR app-enhanced experience. Moreover, the immersive MAR app-enhanced experience is identified as a key driver of customer emotions, values and behavioral responses.

Originality/value

The integrated conceptual model provides scholars and practitioners with a general picture of the main factors affecting the immersive AR-enhanced experience, as well as the benefits available to firms; thus, theoretical and practical implications are delineated.

Paper type

Conceptual paper.

Examining the Influence of Using First-Person View Drones as Auxiliary Devices in Matte Painting Courses on College Students’ Continuous Learning Intention

In terms of the teaching process of matte painting, it is essential for students to develop a sound understanding of the relationship between virtual and physical environments. In this study, first-person view (FPV) drones are applied to matte painting courses to evaluate the effectiveness of the teaching, and to propose more effective design suggestions for FPV drones that are more suitable for teaching. This provides students with a better learning environment using a digital education system. The results of the study indicate that the flow experience, learning interest, and continuous learning intention of students who use FPV drones in matte painting are significantly greater than those of students who only utilize traditional teaching methods. Furthermore, the technology incentive model (TIM) was developed in this study after being verified by the structural equation model. The results demonstrate that the second-order construct ‘technology incentive’ comprising perceived interactivity, perceived vividness, and novel experience positively influence students’ learning interest and continuous learning intentions under the mediation of flow experience.

Examining Consumer’s Intention to Adopt AI-Chatbots in Tourism Using Partial Least Squares Structural Equation Modeling Method

Artificial intelligence (AI) is an important link between online consumers and the tourism industry. AI-chatbots are the latest technological advancement that have shaped the tourism industry. AI-chatbots are a relatively new technology in the hospitality and tourism industries, but little is known about their use. The study aims to identify factors influencing AI-chatbot adoption and their use in improving customer engagement and experiences. Using an offline survey, researchers collected data from 530 respondents. Using the structural equation modeling technique, the conceptual model was empirically tested. According to the results, the S-O-R theoretical framework is suitable for evaluating chatbot adoption intentions. Additionally, the structural model supported the ten hypotheses, validating the suggested directions of substantial impacts. In addition to practitioners and tourism managers, this study also has broad implications for scholars.

Source Credibility and the Information Quality Matter in Public Engagement on Social Networking Sites During the COVID-19 Crisis

During the coronavirus disease 2019 (COVID-19) pandemic, people use social networking sites (SNSs) to seek social support, ease the move toward the social distance, and communicate and engage with one another. However, there is growing evidence that trustworthiness and quality of information can affect individuals' online engagement behaviors. This study proposes a theoretical model to test people's online engagement during the COVID-19 pandemic by applying the elaboration likelihood model (ELM). Through a questionnaire survey of 630 SNS users, the study examines whether and how source credibility and information quality affect people's online engagement during the COVID-19 pandemic. The model was tested using structural equation modeling. The findings show that source credibility and information quality have a significantly positive relationship with perceived benefit, while negative and significantly associated with perceived risk. Furthermore, perceived benefit is a stronger predictor of online public engagement than the perceived risk. To improve online public engagement as a crisis response strategy, careful source selection and careful generation of online crisis information should not be overlooked.

Augmented Reality Marketing: A Systematic Literature Review and an Agenda for Future Inquiry

Augmented reality (AR) is a potentially disruptive technology that enriches the consumer experience and transforms marketing. With the surging popularity of AR in marketing practice, academic efforts to investigate its effects on consumer experience, response, and behavior have increased significantly. To obtain an integrated and comprehensive view of the front-line in AR marketing research and identify the gaps for future research, we analyze the existing AR marketing literature through a systematic literature review. Using 99 journal articles selected from the Web of Science core collections, this research sheds light on the general characteristics such as publication year, publication outlet, research design, and research method. Moreover, this research also gains insight into the AR marketing relevant factors such as application area, application context, AR type, and theoretical lenses. The findings of the analyses reveal the state-of-the-art of scholarly publications on AR marketing research. First, the number of journal articles on AR marketing increased rapidly in the past few years, and the journals that published articles on AR marketing cover a wide range of disciplines. Second, the empirical studies in most literature adopted the quantitative research design and used survey or experiment methods. Third, the studies in more than half of the journal articles used mobile AR applications in various online contexts. Fourth, the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (S-O-R) framework are the two most widely used theoretical lenses used in the literature. After that, the major application areas of AR in marketing are retail, tourism, and advertising. To identify the focal themes discussed in the three application areas, this research summarizes the studies by the outcome variables. Specifically, the outcome variables have five categories: technology-related, product-related, brand-related, tourist destination-related, and advertisement-related. Finally, this research proposes the agenda for future academic efforts in AR marketing.

Consumer Innovativeness and Consumer Engagement: User Motivation As a Mediator

Widely used mobile tourism applications have become a necessary tool for tourists, but few empirical researchers have examined the factors that influence consumer engagement with these applications. In this study we focused mainly on how consumer innovativeness and user motivation influence consumer engagement. We collected data online from 468 participants, and used structural equation modeling to analyze the data. Findings show that consumer innovativeness was positively associated with utilitarian, hedonic, and social user motivations, each of which was positively associated with consumer engagement. In addition, user motivation mediated the consumer innovativeness–consumer engagement relationship.

Assessing the Effects of the COVID-19 Pandemic on M-Commerce Adoption: An Adapted UTAUT2 Approach

The COVID-19 pandemic has impacted consumers’ lives and their shopping patterns, leading them towards mobile commerce. To address current shopping circumstances, an adapted UTAUT2 model aims to integrate trust and perceptions of the effects of the COVID-19 pandemic on consumers’ behavioral intention to rely on m-commerce during this period. The study proposes a research model which is investigated with the help of structural equation modelling in AMOS. Using the framework of a cross-sectional study, data were collected from an emerging market in Romania, where internet speed ranks 4th worldwide and where the yearly increase in internet and social media users is approximately 10%. By using confirmatory factor analysis and structural equation modelling, the research validates the applicability of UTAUT2 in examining consumers’ behavioral intent of using m-commerce during a pandemic. Hedonic motivation is the strongest predictor of consumers’ behavioral intentions to continue using m-commerce. The findings contribute to understandings of consumers’ behavior with m-commerce in an emerging market, extending knowledge based on the adapted UTAUT2 model and allowing for comprehension of the key role of trust and social influences in affecting consumers’ perceptions of the COVID-19 outbreak in relation to shopping patterns.

The challenges of entering the metaverse: An experiment on the effect of extended reality on workload

Information technologies exist to enable us to either do things we have not done before or do familiar things more efficiently. Metaverse (i.e. extended reality: XR) enables novel forms of engrossing telepresence, but it also may make mundate tasks more effortless. Such technologies increasingly facilitate our work, education, healthcare, consumption and entertainment; however, at the same time, metaverse bring a host of challenges. Therefore, we pose the question whether XR technologies, specifically Augmented Reality (AR) and Virtual Reality (VR), either increase or decrease the difficulties of carrying out everyday tasks. In the current study we conducted a 2 (AR: with vs. without) × 2 (VR: with vs. without) between-subject experiment where participants faced a shopping-related task (including navigating, movement, hand-interaction, information processing, information searching, storing, decision making, and simple calculation) to examine a proposed series of hypotheses. The NASA Task Load Index (NASA-TLX) was used to measure subjective workload when using an XR-mediated information system including six sub-dimensions of frustration, performance, effort, physical, mental, and temporal demand. The findings indicate that AR was significantly associated with overall workload, especially mental demand and effort, while VR had no significant effect on any workload sub-dimensions. There was a significant interaction effect between AR and VR on physical demand, effort, and overall workload. The results imply that the resources and cost of operating XR-mediated realities are different and higher than physical reality.

The Students' Flow Experience With the Continuous Intention of Using Online English Platforms

Built on the integrated theoretical framework of antecedents of flow and expectation confirmation model (ECM), this research investigates the way flow experience drives the online students' intention to engage in online English teaching platforms. This study focused on the online students engaged in online English learning platforms in Taiwan. A total of 500 online students were selected. An online survey was conducted with the help of a marketing research agency located in Taiwan. According to the results, the online students' flow experience was found to be in a significant relationship with continuous intention. The antecedents, including perceived enjoyment, challenge, and situational involvement, were found to be in a positive relationship with flow experience; however, confirmation and perceived vividness did not have significant effects on the flow. Furthermore, flow and confirmation were found to be in a significant relationship with perceived usefulness and satisfaction. Moreover, perceived usefulness was found to be in a significant relationship with satisfaction and continuous intention. Lastly, satisfaction was found to be in a significant relationship with continuous intention. Finally, the questions proposed in this research with their empirical findings offer profound understanding for establishing a well-devised online English learning platform that can motivate online learning. These results and managerial implications for online English language platforms are innovative and significant in practice.

Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment

Purpose

This study evaluated the determinants of augmented reality (AR) adoption in Malaysia's travel and tour operator sectors through an integrated technology-organization-environmental (TOE) and diffusion of innovation (DOI) model.

Design/methodology/approach

The TOE and DOI were considered the primary theoretical models but are combined and extended by including few additional variables. Data were collected from 220 respondents of travel and tour operating businesses in Malaysia and analyzed by applying PLS structural equation model technique.

Findings

The empirical results established that perceived cost, relative advantages, complexity and compatibility, observability, competitor pressure, value alignment, customer pressure, and trialability are positively connected with the behavioral intention except for external support. The results reveal that value alignment partially mediates the association between relative advantages and behavioral intention, complexity and behavioral intention, compatibility and behavioral intention, perceived cost and behavioral intention except in between trialability and observability.

Originality/value

This research is unique as the value alignment construct is included in the model, and thus it fulfills the literature gap by adding the mediation construct. This study contributes to enhancing AR's understanding of the Malaysian travel and tour operator industry through the lenses of owners or managers. It offers an integrated model that combines the TOE and DOI models, rare in this sector, and can be replicated or extended with validated scales.

The Impact of Perceived Interactivity and Intrinsic Value on Users’ Continuance Intention in Using Mobile Augmented Reality Virtual Shoe-Try-On Function

In response to the rapid growth of mobile Internet, online retailers have created better shopping experiences through new technologies. These shopping experiences are the product of the new interaction methods created by new technologies and the intrinsic value of these technologies. To achieve a better understanding of how new technologies improve consumers’ intention to use them continuously, this study established a theoretical model of how consumers’ perceived interactivity affects intrinsic value, which then affects attitudes, and ultimately contributes to the theoretical model. Within the perceived interactivity construct, there is perceived control, personalization and responsiveness, and as part of the intrinsic value construct there is playfulness and aesthetics. The results demonstrate that intrinsic value and perceived interactivity play important roles in predicting consumers’ attitudes and continuance intention to use new technologies applied to mobile e-commerce, but do not include perceived control in perceived interactivity. To highlight the results of this study, relevant enterprises or practitioners may use the findings to design or improve the features of existing mobile apps to provide better services and experiences to consumers based on their internal perceptions.

Continuance Intention of Augmented Reality Textbooks in Basic Design Course

The Basic Design course can help students understand design principles and visual art elements It is a compulsory basic course for the department of art and design in many universities. In recent years, Augmented Reality (AR) technology has found its way into the field of design education and has become a popular textbook tool in teaching courses. There are not many pieces of research on the application of AR in design courses. Therefore, this study attempts to explore the factors that affect students’ acceptance of AR textbooks in Basic Design course and their continuance intention for AR textbooks. This study first focused on students with experience in using AR textbooks. Open-ended questions were used to collect factors that allow AR textbooks to be used in the design curriculum; then questionnaire surveys and factor analysis were conducted and the research hypotheses are presented. Then, the research hypotheses were verified through reliability and validity as well as structural equation modeling. Three factors and 15 items for students to accept AR textbooks in the Basic Design course were summarized in the research results, including the three factors named “Visual Attraction”, “Knowledge-ability”, and “Situational Experience”. The analysis of differences showed significant differences in gender among these three factors and no significant differences between grades and departments. Also, it was found from the analysis results of the structural equation model that the factors of “Visual Attraction” and “Knowledge-ability” both had a positive effect on the continuance intention, of which “Knowledge-ability” was the most important influencing factor. The results of this study can help the application and development of AR textbooks in the Basic Design course.

Smart Speaker Recommendations: Impact of Gender Congruence and Amount of Information on Users' Engagement and Choice

The relevance of smart speakers is steadily increasing, allowing users perform several daily tasks. From a commercial perspective, smart speakers also provide recommendations of products and services that may influence the consumer decision-making process. However, previous studies have mainly focused on the adoption of smart speakers, but there is a lack of proper guidelines that help design the way these devices should offer their consumption recommendations. Based on a stimulus-organism-response approach, we analyze how two features of smart speakers' recommendations (the gender congruence between the customer and the speaker, and the length of the message) influence on the effectiveness of such recommendations (i.e., visiting intentions) through its impact on user engagement and attitude. Data was collected from a sample of undergrad students in Spain using an experiment design that focused on a restaurant recommendation, and analyzed using partial least squares. On the one hand, our results suggests that gender congruence generates user engagement with the smart speaker. On the other hand, message length is positively related to attitudes towards the restaurant, at a declining rate. In addition, while better attitudes lead to higher visiting intentions, the influence of engagement on visiting intentions is partially mediated via attitudes. Thus, our findings contribute to understand the antecedents of users' engagement with smart speakers, as well as its impact on the customers' willingness to follow smart speakers' recommendations, constituting a base to analyze the impact of artificial intelligence solutions aimed to smooth the transitions of a customer through the stages of purchase process.

Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field

Many of today's online services are designed specifically to encourage impulse buying. Moreover, many studies have shown that with the assistance of Mobile Augmented Reality, retailers have the potential to significantly improve their sales. However, the effects of Mobile AR on consumer impulse buying behavior have yet to be examined, particularly in the tourism field. Consequently, the present study integrates the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to examine the effects of Mobile AR apps on tourist impulse buyingbehavior. The research model is implemented using an online questionnaire, with the results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM) approach. The results obtained from 479 valid samples show that the characteristics of Mobile AR apps play an important role in governing tourist behavior in making unplanned purchases. In particular, as the utility, ease-of-use, and interactivity of the apps increase, the perceived enjoyment and satisfaction of the user also increase and give rise to a stronger impulse buying behavior. The results also reveal a mediating effect of the flow experience on the relationship between the perceived ease of use of the Mobile AR app and the user satisfaction in using the app. Overall, the findings presented in this study provide a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users' preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result.

Restructured society and environment: A review on potential technological strategies to control the COVID-19 pandemic

The emergence of Severe Acute Respiratory Syndrome Coronavirus 2 (SARS-CoV-2) in China at December 2019 had led to a global outbreak of coronavirus disease 2019 (COVID-19) and the disease started to spread all over the world and became an international public health issue. The entire humanity has to fight in this war against the unexpected and each and every individual role is important. Healthcare system is doing exceptional work and the government is taking various measures that help the society to control the spread. Public, on the other hand, coordinates with the policies and act accordingly in most state of affairs. But the role of technologies in assisting different social bodies to fight against the pandemic remains hidden. The intention of our study is to uncover the hidden roles of technologies that ultimately help for controlling the pandemic. On investigating, it is found that the strategies utilizing potential technologies would yield better benefits and these technological strategies can be framed either to control the pandemic or to support the confinement of the society during pandemic which in turn aids in controlling the spreading of infection. This study enlightens the various implemented technologies that assists the healthcare systems, government and public in diverse aspects for fighting against COVID-19. Furthermore, the technological swift that happened during the pandemic and their influence in the environment and society is discussed. Besides the implemented technologies, this work also deals with untapped potential technologies that have prospective applications in controlling the pandemic circumstances. Alongside the various discussion, our suggested solution for certain situational issues is also presented.

The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.