This study collected literature on augmented reality (AR) from academic and patent databases to plot the historic development trajectory of AR and forecast its future research and development trends. A total of 3193 and 13,629 papers were collected from academic and patent databases,...

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...

Purpose: This study aims to conceptualize the brand experience that users' avatars can experience on an XR platform and develop items to measure it. Design/methodology/approach: The author presents both a conceptual analysis of brand experience in XR (BXIXR) and a BXIXR scale by conducting a...

This research attempts to integrate the Virtual Try-On technology, an application of image integrative technology, and the technology acceptance framework to examine the influence of interactivity and customer involvement on the online shopping experience. It attempts to empirically test the...