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Online retailers are increasingly using augmented reality (AR) and virtual reality (VR) technologies to solve mental and physical intangibility issues in a product evaluation. Moreover, the technologies are easily available and accessible to consumers via their smartphones. The authors conducted three experiments to examine consumer responses to technology interfaces (AR/VR and mobile apps) for hedonic and utilitarian products. The results show that AR is easier to use (vs. app), and users find AR more responsive when buying a hedonic (vs. utilitarian) product. Touch interface users are likely to have a more satisfying experience and greater recommendation intentions, as compared with AR, for buying utilitarian products. In contrast, a multisensory environment (AR) results in a better user experience for purchasing a hedonic product. Moreover, multisensory technologies lead to higher visual appeal, emotional appeal, and purchase intentions. The research contributes to the literature on computer‐mediated interactions in a multisensory environment and proposes actionable recommendations to online marketers.

The main purpose of the study was to examine the role of mobile technology in shopping of grocery items among consumers. The objectives of the study were accomplished by using the technology acceptance model (TAM) which was used as the base of the study to test how Indian consumers perceive the use of technology in shopping of grocery using mobile applications (mobile apps). The research design is descriptive in nature. The respondents were selected through purposive and snowball sampling. Primary data were collected through self-administered questionnaire, and 346 usable responses were recorded. The data were analysed using the partial least square structural equation modeling (PLS-SEM) approach. All the hypotheses of TAM were supported. Additionally, perceived usefulness and attitude were found to partially mediate the relationships. The study concluded that consumers are well adapted to use of mobile apps for general shopping but influence of mobile app as a tool was found limited in grocery sector in consistence to previous studies. This shows that there may be other reasons that reduce the use of mobile apps for grocery shopping other than technology. The study theoretically extends the knowledge of consumer behaviour in emerging field of m-commerce, and practically, it will help the m-commerce practitioners to understand need of the consumer.

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Purpose The role of information and communications technology (ICT) has been tested in various contexts of online shopping and the results show that ICT has successfully transformed the way of doing business. This study aims to propose that if women have adequate internet skills, namely, operative, informational and creative skills, their entrepreneurial intentions will be high. Design/methodology/approach This is descriptive research. The data was collected from 246 university students and analyzed using PLS-SEM. Findings The results of the study show that students belonging to entrepreneurial backgrounds have a positive attitude toward entrepreneurship. The impact of internet skills was mixed on the relationship of entrepreneurial attitude and entrepreneurial intention. Research limitations/implications The sample was not generalized as the sample consisted of urban and internet-using women. Future research can test the model for rural women entrepreneurs or usage of m-commerce for the same. Practical implications The results of the study show that women having the skills to operate the internet have higher intentions to become an entrepreneur. Thus, the e-commerce web-space can use the results to influence women of the new generation to use available tools in their journey of entrepreneurship. Social implications Women are an indispensable part of society. Empowering them will not only improve their confidence but will also strengthen the pillars of society. Originality/value Extensive research work has been done in the context of women entrepreneurship. The study is a novel attempt to test the effects of internet skills on entrepreneurial intention among new generation women. The results will be very much useful for future research and will extend the body of academic literature.