The emergence of the virtual store has paved the way for the diffusion of E-commerce. Understanding key determinants for successful virtual stores will provide important theoretical and practical implications for developing E-commerce strategies. Expanding the Technology Acceptance Model and...

The purpose of this study is to investigate the impact of customer immersive experience on attitude and adoption intention toward mobile augmented reality applications (MAR apps). This paper also examines the moderating role of technology anxiety on the relationship between immersive experience...

This study aims to evaluate the acceptance of augmented reality (AR) technology among Persepolis visitors. The mixed and extended Unified Theory of Acceptance and Use of Technology (UTAUT) model was developed via the content analysis method. The innovation resistance and the perceived fee were...