This review aims to examine the latest research on online customer experience (OCE),
which can be defined as consumer's cognitive, emotional, and behavioral response to …

This review paper explores the impact of Augmented Reality (AR) and Virtual Reality (VR)
technologies on customer engagement and purchasing behavior in retail settings. As …

Given the rapid proliferation of digital technology, social media has become a key digital
marketing strategy to promote business products, with the ultimate aim of maximising profits …

Retailing is witnessing a transformation due to rapid technological developments. Retailers
are using smart technologies to improve consumer shop** experiences and to stay …

Scientifically judging and comparing different mobile e-commerce retailing applications
(apps) are essential to increase online shop** efficiency and enhance design for system …

Whilst M-commerce is having a major influence in the way businesses and consumers
interact, mobile shop** service quality (MS-SQ) has been understudied in the literature …

In the digital era, the offer of multiple shop** channels in the retail sector has been
improved, and customers are changing their shop** habits. For this reason, supermarkets …

This study proposes and applies an extended technology acceptance model (TAM) that
incorporates brand equity and website quality as determinants of perceived usefulness and …

Smart retail technologies have the potential to improve the customer retail experience by
providing superior and personalized retail services. However, when shoppers have to deal …

Purpose Digitalisation has been identified as a driving force behind retail sector
transformation. The purpose of this paper is to provide a deeper understanding of how omni …