To enhance customer satisfaction and transform negative perceptions of online apparel
shop**, fashion brands are increasingly adopting virtual fitting rooms. Despite clothing …

In the online retail market, consumers' uncertainty about products caused by the physical
separation between consumers and products has long been an obstacle. In recent years …

The increasing affordability of Virtual Reality (VR) presents opportunities for retail
innovation. While previous research highlighted the superiority of VR over traditional media …

Purpose This paper aims to investigate the effects of virtual reality experiences (VREs) and
emotions on holiday destination visit intentions by applying the stimulus-organism-response …

With the rapid development of e-commerce and social media in China, user-generated short
video ads through social media have become very popular. However, the unique elements …

The current study examines the relationship between sensory perceptions and mental
imagery and the mechanism through which sensory perceptions and mental imagery …

Fifteen years ago, Davis et al.(2009) defined and described the metaverse's capabilities and
presented a foundation for research in this environment. Since then, particularly in the past …

Purpose Drawing on embodied cognition theory, this study examined the impact of midair,
gesture-based somatosensory augmented reality (AR) experience on consumer delight and …

Purpose The use of extended reality (XR) to create memorable experiences has attracted
considerable attention, especially in tourism. Multisensory XR offers a new way of virtually …

The transformation of information flow and shop** experiences on modern digital
platforms has significantly shifted. Notably, the integration of low-immersion virtual reality …