Augmented reality’s influence on consumer responses: attachment and personal innovativeness effects

Purpose This study aims to explore the potential of augmented reality (AR) in luxury retail in the United Arab Emirates (UAE) in terms of enhancing consumer engagement, purchase confidence and sustainability awareness. It also focuses on the demographic factors that affect the adoption of AR and to what extent it may promote sustainable consumption of fashion. Design/methodology/approach A quantitative method using partial least squares structural equation modeling and multi-group analysis is employed to examine AR adoption and its impact on consumer behavior. Age demographics, gender, educational attainment and income are tested as moderators of AR-based sustainable fashion decisions. Findings AR significantly enhances consumer confidence, reduces product return rates and builds trust in sustainable fashion. Younger, tech-savvy consumers have higher engagement, while artificial intelligence (AI)-powered AR solutions, such as virtual try-ons and sustainability transparency tools, foster ethical fashion awareness. AR adoption rate disparities persist among demographics, requiring tailored engagement strategies. Practical implications Policymakers, retailers and technology developers have strategic learnings from the research. It emphasizes the requirement for hybrid retail models, AI-driven personalization and regulatory intervention to combat greenwashing and establish sustainability standards. Originality/value Unlike more general studies on AR in digital retail, this one provides region-specific insight on its function in sustainable luxury fashion. Emphasizing rich areas like the UAE, it describes luxury retail as unique, premium and technologically forward. Following how AR interacts with consumer behavior and sustainability in line with Sustainable Development Goals 12 and 13 helps to add to knowledge.

PurposeThe purpose of this paper is to identify the factors affecting consumers' online purchase intention and to explore whether there was any significant difference between the path coefficients for males and females.Design/methodology/approachData were collected by distributing questionnaires to 668 Indonesian consumers who were actively using the internet. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) in SmartPLS 3.0 software.FindingsResults show that performance expectancy, effort expectancy and personal innovativeness are three influential factors and have a higher path coefficient in both the male and female groups. Anxiety shows a negative and significant relationship with online purchase intention for female consumers than for male consumers. Furthermore, the results of MGA analysis indicate that most factor coefficients in the determinants of online purchase intentions are not significantly different between males and females.Practical implicationsThese results help the web retailers to consider the important factors in their strategies when they make strategic decisions as key factors affecting online buying intention. Besides this, the strong relationship between anxiety and intention for females has important implications for managers and designers should pay attention to this factor when designing the content on their business website.Originality/valueEven though several marketing scholars discuss the factors influencing online shopping behavior, a few studies have shown the role of anxiety and personal innovativeness and their effect on online purchasing that fitted as supplements into the Unified Theory of Acceptance and Use of Technology (UTAUT). In addition, so far, no studies have effectively made a comparative analysis across gender, i.e. are personal and UTAUT factors in the determinants of online purchase intention significantly different across gender?

Purpose This paper aims to highlight the pivotal role of augmented reality (AR), a disruptive new-age technology, in fostering sustainability initiatives of multinational corporation (MNC) brands. Drawing on the transformative marketing framework and stakeholder theory, the authors propose a transformative global sustainability marketing framework. This framework facilitates the understanding of observed differences in consumers’ perceptions of sustainability marketing initiatives across diverse markets and their impact on consumer engagement, sustainable consumption and well-being. Design/methodology/approach The authors tested the model using survey data collected from the UK, a country known for its high environmental performance index (EPI) ranking, and South Africa, a nation grappling with environmental challenges and a low EPI score. The study used structural equation modeling and multigroup analysis to test the proposed relationships. Findings Sustainability marketing initiatives furnished through AR significantly influence consumers’ engagement with the firm’s app. This engagement, in turn, impacts their intention for sustainable consumption, ultimately enhancing consumers’ psychological and social well-being. The multigroup analysis reveals that EPI moderates the relationship between sustainability marketing initiatives (economic development, environmental protection and ethical considerations) and consumer engagement. The positive link between consumer engagement and sustainable consumption intention is significant but weaker for consumers in the UK (high EPI) than for consumers in South Africa (low EPI). Research limitations/implications This research extends the transformative marketing framework by illustrating how AR technology can be integrated into sustainability initiatives and provides a holistic perspective that encompasses critical dimensions of sustainability marketing. Practical implications The study highlights AR’s significant potential as a tool for sustainability marketing, capable of bridging the gap between MNCs’ sustainability efforts and consumer engagement. By understanding and harnessing the power of AR, transformative MNCs can not only communicate their commitment to sustainability more effectively but also motivate consumers toward sustainable behaviors, contributing to the overall well-being of society. Originality/value This paper offers a novel theoretical framework to understand how sustainability marketing initiatives furnished through AR can lead to well-being.

Augmented reality (AR) is a great opportunity for the retail industry because it provides companies with new ways to communicate with customers, promote their products, and achieve more sales. The purpose of this research is to gain a better understanding of the benefits of including AR as part of retailers’ mix on customers’ behavioural intentions, considering the mediation effect of customer experience and the moderation effect of technology readiness. This research has been conducted among Generation Z in Egypt. Consequently, a conceptual model proposing specific connections between the research's variables has been developed and tested. The empirical part of this research relied on a single cross-sectional data collection design, with a sample of 400 respondents using a structured questionnaire. Structural equation modelling analysis was the main statistical tool for testing the hypotheses. The research findings validate the research conceptual framework, emphasizing that the inclusion of AR in the retail mix plays a crucial role in influencing customer behavioural intention. The overall findings suggest that AR enhances interaction and exerts a significant impact on consumer responses by enriching the perceived informativeness as well as fostering perceived playfulness, guaranteeing engagement, enjoyment, and a sense of fun. Also, the findings show that individuals' readiness and comfort with technology play a significant role in shaping their behavioural intentions when interacting with AR applications. From an academic perspective, this research highlights significant issues and formulates vital conclusions that address the gaps in considering AR as part of the retail mix. Furthermore, from a practical perspective, it provides a significant clue for online retailers who are operating in the Egyptian market for the importance of using AR on customer experience and indicates Generation Z's readiness to use the technology.

Purpose The purpose of this study is to investigate the role of using augmented reality (AR) in the form of virtual try-on technology in consumers' purchase decision-making process. Design/methodology/approach The study, executed in a beauty industry context, uses the value-based adoption model (VAM). Data were collected by means of a survey carried out on 238 Tunisian women. Subjects performed an experimental task using the virtual try-on (VTO) application in the L’Oréal website. Web-administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and partial least squares structural equation modeling. Findings The findings shows that perceived value is positively related to purchase intentions and it was affected by both perceived benefits and perceived costs. In particular, perceived benefit (perceived usefulness) was found to have a strong positive effect on perceived value. Moreover, it turns out that perceived enjoyment does not have a significant effect on the perceived value. In terms of perceived costs, perceived intrusiveness was found to limit perceived value. The results also show a significant relationship between AR characteristics and perceived benefits. For personal traits, personal innovativeness is found positively influencing perceived usefulness, but it shows no significant effect on perceived enjoyment. Practical implications Companies should highlight the benefits for consumers (interactivity, informativeness and usefulness) and attempt to reduce the costs (intrusiveness) related to the use of VTO AR technology, which can play a substantial role in determining the perceived value and purchase intentions. Originality/value The existent literature, which examines the AR in e-tailing, shows weak acknowledgment of theories related to consumer barriers to AR adoption in e-tailing, they overlook the role of consumer psychology and individual differences in AR acceptance. Thus, this study contributes to the literature by enhancing the understanding of the roles that AR based VTO technology plays in determining consumers’ online purchase intentions by extending the application of perceived value theory and taking into account its characteristics and personal traits that play a role in weakening or strengthening the customer's benefits and cost perceptions.

PurposeDrawing on social exchange theory, this study has two objectives. First, it sought to explore the mediating role of social exchange reciprocating responses, specifically citizenship behavior toward the organization (OCB-O) and organizational deviance, in the relationship between perceived organizational support (POS) and quality of care. Second, it aimed to develop a better understanding of the moderating effect of the educational level in the relationships proposed.Design/methodology/approachA cross-sectional survey design was implemented. The study involved 228 nurses from Argentina and data were collected between May and November 2019. A cross-sectional survey design was implemented. This study employs partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA) to examine hypotheses.FindingsThe findings indicate that both social exchange reciprocating responses (i.e. OCB-O and organizational deviance) play a mediating role in the relationship between POS and quality of care. Moreover, the mediating role of OCB-O between POS and quality of care is moderated by the educational level of nursing professionals.Practical implicationsNurse managers should acknowledge and promote nurses' reciprocating responses such as citizenship or deviant behaviors that enhance the quality of care. Furthermore, senior managers and HR departments should design strategies to support nurses in obtaining further education.Originality/valueThis study identifies the mediating role of social exchange reciprocating responses such as OCB-O and organizational deviance in the relationship between POS and quality of care. Furthermore, our research shows that educational level moderates the mediating effect of OCB-O in the relationship between POS and quality of care.

The biggest consumers of dairy products for children aged 1–3 years, which are referred to as growing-up milk (GUM), come from the middle and lower socioeconomic classes. More than 90% of Indonesians belong to this segment. In 2020, the proportion of the population living in rural and urban areas will be almost equal, namely 43.3% and 56.7%, respectively. Understanding brand switching behavior is essential to enabling GUM manufacturers to stay in business and thrive by retaining loyal customers. The aims of this study are (i) to assess the level of brand switching; (ii) to examine the determinant factors of brand switching behavior; and (iii) to compare the brand switching behavior of GUM consumers in rural and urban areas of middle and lower socioeconomic classes in Java. The research was conducted in 4 sub-districts in 2 provinces (East Java and D.I. Yogyakarta) using a guided interview method with a questionnaire. Research respondents were 419 consumers of GUM, and they were selected using the purposive sampling method. Data analysis used partial least squares - structural equation modeling (PLS-SEM) and multigroup analysis (MGA). The study found that the level of brand switching among GUM consumers in Java is 57%, which is considered high. The most important factor that influences the brand switching behavior of GUM consumers in Java's middle and lower socioeconomic classes is bad prior experiences, followed by variety seeking, bad product attributes, and customer dissatisfaction. A defective product is the most reflective indicator of a bad prior experience. There is no difference in brand switching behavior between rural and urban consumers in Java from the middle to lower socioeconomic classes. Therefore, GUM manufacturers are allowed to adopt the same marketing strategy to increase efficiency.

Aim/Purpose: The aim of this study is to determine the variables which affect the intention to use Near Field Communication (NFC)-enabled smart wearables (e.g., smartwatches, rings, wristbands) payments. Background: Despite the enormous potential of wearable payments, studies investigating the adoption of this technology are scarce. Methodology: This study extends the Technology Acceptance Model (TAM) with four additional variables (Perceived Security, Trust, Perceived Cost, and Attractiveness of Alternatives) to investigate behavioral intentions to adopt wearable payments. The moderating role of gender was also examined. Data collected from 311 Kuwaiti respondents were analyzed using Structural Equation Modeling (SEM) and multi-group analysis (MGA). Contribution: The research model provided in this study may be useful for academics and scholars conducting further research into m-payments adoption, specifically in the case of wearable payments where studies are scarce and still in the nascent stage; hence, addressing the gap in existing literature. Further, this study is the first to have specifically investigated wearable payments in the State of Kuwait; therefore, enriching Kuwaiti context literature. Findings: This study empirically demonstrated that behavioral intention to adopt wearable payments is mainly predicted by attractiveness of alternatives, perceived usefulness, perceived ease of use, perceived security and trust, while the role of perceived cost was found to be insignificant. Recommendations for Practitioners: This study draws attention to the importance of cognitive factors, such as perceived usefulness and ease of use, in inducing users’ behavioral intention to adopt wearable payments. As such, in the case of perceived usefulness, smart wearable devices manufacturers and banks enhance the functionalities and features of these devices, expand on the financial services provided through them, and maintain the availability, performance, effectiveness, and efficiency of these tools. In relation to ease of use, smart wearable devices should be designed with an easy to use, high quality and customizable user interface. The findings of this study demonstrated the influence of trust and perceived security in motivating users to adopt wearable payments, Hence, banks are advised to focus on a relationship based on trust, especially during the early stages of acceptance and adoption of wearable payments. Recommendation for Researchers: The current study validated the role of attractiveness of alternatives, which was never examined in the context of wearable payments. This, in turn, provides a new dimension about a determinant factor considered by customers in predicting their behavioral intention to adopt wearable payments. Impact on Society: This study could be used in other countries to compare and verify the results. Additionally, the research model of this study could also be used to investigate other m-payments methods, such as m-wallets and P2P payments. Future Research: Future studies should investigate the proposed model in a cross-country and cross-cultural perspective with additional economic, environmental, and technological factors. Also, future research may conduct a longitudinal study to explain how temporal changes and usage experience affect users’ behavioral intentions to adopt wearable payments. Finally, while this study included both influencing factors and inhibiting factors, other factors such as social influence, perceived compatibility, personal innovativeness, mobility, and customization could be considered in future research.

The association between adverse childhood experiences (ACEs) and depression has been the focus of a number of prevalent studies in recent years—particularly among high-risk youth. Depression remains a significant mental health issue among justice-involved youth. There is a well-established correlation between depressed mood and conduct problems (e.g., conduct disorder and oppositional defiant disorder) during childhood and adolescence, which tends to become more prevalent during adolescence. Studies of justice-involved youth reveal high prevalence rates of depression and other mood disorders. Drawing on the relevant literature, we conducted multigroup structural equation model (SEM) analyses to assess the relationships between experiencing ACEs, sexual assault victimization, and depression among male (n = 226) and female (n = 98) youth entering a post-arrest intake facility in the Florida, U.S.A. juvenile justice system in 2024–2025. The youths averaged 15 years in age, and most were attending middle school or high school. Confirmatory factor analyses (CFAs) were completed to estimate a latent variable labeled depression. Sexual assault victimization and ACEs were hypothesized to be related to each other and were specified as predictors of depression. This trauma/stress experiences and depression model was estimated in two multigroup analyses, across birth gender groups (male or female) and race groups (non-Black or Black) for the youth in this study. The results indicated that there are several notable conclusions from the SEM analyses. First, depression was a scalar invariant in the two multigroup analyses, permitting clearer comparisons of the specified predictors of this construct across groups. Second, for the race-based SEM, experience of sexual assault and the total ACE score were significantly related only in the model for Black youth. The fit of the model was “poorest” among non-Black youth, although even in this case, sexual assault experiences were a significant predictor of depression. Finally, for the gender-based model, sexual assault and ACEs were significant predictors of depression among both male and female youth. Model fit results underscore the important role of abuse trauma and ACEs in understanding these youths’ depression symptoms, and they help contribute to the literature on this topic.

Extended-Reality Technologies: An Overview of Emerging Applications in Medical Education and Clinical Care.

Structural equation modeling has been widely used in various research studies and has been incorporated into many software programs such as Mplus, CALIS, EQS, LISREL, Amos and so on. At the meantime, the diversity, instability of the analysis results or no solutions has been found in some analysis models. Several problems on the numerical analysis such as the constraints of residual variance, initial values and the different solutions by software in use have also been found in SEM analysis. This paper discusses the reliability and stability on the numerical analysis in structural equation modeling by using four kinds of SEM programs and three kinds of sample data. The study will introduce an application of the optimized calculation of genetic algorithms (GA) in structural equation modeling in order to see elaborately what is going on with these issues and also to examine the goodness-of-fit, validity, stability and reliability of structural model. Furthermore, the empirical analysis is presented to discuss the above issue in the questionnaire survey data about drunken driving behavior in Bangkok.

The present study uses the modified Unified Theory of Acceptance and Use of Technology 2 to examine the effect of factors such as performance expectancy (PE), effort expectancy (EE), social influence (SI), and hedonic motivation (HM) that may motivate operators and employees to adopt IVR-based technology into their training. Results of a multi-group analysis based on nationality, prior IVR experience, and/or length of work experience, to analyse the potential similarities and/or differences in perception and acceptance towards using IVR-based technology are also presented. The quantitative research data were gathered using an online questionnaire from 438 chemical operators and/or employees who either speak German, French, or English. Partial least squares structural equation modelling and multi-group analysis based on SmartPLS™ version 3 were used to carry out the path and multi-group analyses. The results show that the behavioural intention (BI) towards adoption of IVR was influenced by PE, EE, and HM for all abovementioned subpopulation. However, the relationship of SI to BI was not supported for respondents with prior IVR experience and for respondents coming from Western region. Although Henseler’s-based multi-group PLS analysis reveals that there was no significant difference between the group comparisons, it is still important to take into account these socio-demographic factors as there are definite group differences in terms of the ranking order of each construct for the IVR adoption intentions among each subpopulation. The implications and future directions were discussed.Supplementary InformationThe online version contains supplementary material available at 10.1007/s10055-021-00586-3.

PurposeThe present study investigates the influence of five personality traits based on the Big Five model, i.e. extraversion, neuroticism, conscientiousness, agreeableness and openness to experience and personal innovativeness on learners' intention to complete MOOCs.Design/methodology/approachThe proposed model was empirically tested using cross-sectional design. The primary data were gathered through a survey of 515 students at five higher educational institutions in the National Capital Region of Delhi, India. Structural equation modelling was used to test the hypothesized relationships in the proposed model.FindingsThe study has found significant associations between the personality traits, personal innovativeness and MOOC completion intention. The findings indicate that extraversion, conscientiousness, agreeableness, openness to experience and personal innovativeness have significant positive effects whereas neuroticism has no significant effect on MOOCs continuance intention. Personal innovativeness has been found to mediate the relationships between all the personality traits and MOOCs completion intention of learners.Practical implicationsOur findings can potentially address the issue of drop-out rates of MOOCs in developing countries such as India. The findings of the study are helpful for MOOCs providers and other stakeholders. The MOOC developers should develop courses with wide scope so as to accommodate learners with different personality profiles. Additionally, during the enrolment process, MOOC providers can identify the students' attributes through personality tests. This will help in customizing the study material and teaching pedagogy as per the needs of the students.Originality/valueThe study contributes to the growing area of research in MOOCs usage by exploring the influence of personality traits on learners' behaviour towards completing MOOCs. Since the learners' intention to complete MOOCs is a major concern for MOOC developers, hence the present study makes a worthwhile contribution as it is a relatively under-researched area.

Purpose: Adolescents must make crucial decisions that pertain to personal matters and life choices, marking a significant phase in their development. This study aims to explore how decision-making styles and personal growth are correlated, with emotional intelligence playing a mediating role, in both young males and females. Methods and Materials: The current study utilized a descriptive-correlational research design and cross-sectional research method, employing structural equation modeling (SEM) and multi-group analysis. The research was conducted on male and female students in Tehran from October to November 2023, with a statistical population consisting of all students in the city during that time frame. A group of 178 students was selected using a multi-stage cluster sampling method in a statistical study. The research utilized the General Decision Making Style Questionnaire (GDMS), Personal Growth Initiative Scale-II (PGIS-II), and Bar-On Emotional Quotient Inventory (EQ-i) as research instruments. The data collected was analyzed using SPSS version 27 for descriptive statistics. We utilized path analysis and Multi-Group Analysis (MGA) with SmartPLS version 4 software. The study considered a p-value of 0.05. Findings: According to the research findings, making rational decisions had a beneficial impact on personal growth through the variable of self-regard (D = 0.280, P = 0.011). Similarly, spontaneous decision-making had a detrimental effect on taking action for Personal Growth through the variable of self-regard (D = -0.178, P = 0.020). "Simultaneously, spontaneous decision-making negatively impacted the willingness to take action for personal growth because of the Happiness factor (D = -0.213, P = 0.045)." Conclusion: The findings of this research indicate that the decision-making styles of participants affect their emotional intelligence, and this impact varies between males and females. The research results show that the spontaneous decision-making style hinders the emotional intelligence components in both girls and boys, and only the rational decision-making style positively influences the personal growth of young individuals. Furthermore, emotional intelligence acts as a mediator, increasing motivation for Personal Growth in boys while decreasing it in girls.

ABSTRACTSociety 5.0, building its foundation on industry 4.0, defines the concept of super smart cities as places where humans can adapt novel technologies such as Augmented Reality (AR) in their daily lives. AR offers consumers an immersive, hybrid experience that blurs the line between the real and virtual worlds, prompting this research to explore factors influencing its adoption. Using a quantitative approach, the study analyzed survey data from 457 respondents through the PLS‐SEM‐ANN approach, applying a modified version of the UTAUT model. This research introduces a novel perspective by integrating previously unexplored factors, like security concerns and technostress, into the UTAUT model. Results indicate that personal innovativeness towards information technology and security concerns significantly drive AR adoption, while technostress and social influence are non‐significant. A possible explanation for the insignificance of these factors lies in the present generation's ability to rapidly adapt to new technologies and make autonomous decisions, reducing reliance on peer influence. These findings emphasize the role of consumer resourcefulness in closing the intention‐usage gap. Understanding these underlying factors and consumer behavior dynamics enables e‐commerce platforms to tailor engagement strategies, facilitating more effective AR adoption within the Society 5.0 framework.