This study reviews the use of artificial intelligence (AI) technology applications, particularly
augmented reality (AR) and virtual reality (VR), in the beauty and cosmetic industry (BCI). It …

The field of digital fashion is rapidly evolving, yet what constitutes digital fashion, and how it
should be defined has not been firmly established. This study aims to conceptualize and …

Augmented reality (AR) has been shown to improve consumers' shop** decisions and
experiences. Based on a theoretical stimulus-organism-response model and cognitive load …

Abstract The application of Augmented Reality (AR) in business applications has seen
colossal growth in recent years with even healthier future growth expectations. To advance …

The world of augmented reality (AR) is reaching astronomical figures in the consumer
industry. The AR world market is estimated to have over 1.7 billion users by the mid 2020s …

Purpose In the growing information systems (IS) literature on metaverse, augmented reality
(AR) technology is regarded as a cornerstone of the metaverse which enables interaction …

Purpose Amidst the ambiguity about the impact of augmented reality (AR) attributes on
hedonic or utilitarian values, the present study aims to understand what AR attributes create …

Augmented reality (AR) is regarded as a visually transformative technology that enables
consumers to gain immersive and enjoyable information about experience products/services …

The emergence of the metaverse has opened an unbelievable online virtual world offering
real-life immersive experiences to consumers. This study examines customers' fashion …

E-retailers have recently devoted novel forms of communication tools, such as augmented
reality applications, to create a hedonic experience for customers and motivate them to …