Purpose
Consumers today actively participate in online purchasing experiences. As a result, it is critical to comprehend the behavioral aspects of novel technology usage, such as augmented reality (AR). AR apps enable beauty companies to create and design more immersive experience services. This study aims to highlight consumers’ perspectives on their continued desire to use AR app services.
Design/methodology/approach
A comparative study between China and South Korea was conducted with sample sizes of 458 and 315, respectively. Smart PLS was used for analysis.
Findings
The findings suggest that AR apps influence innovative consumers in China and South Korea to be satisfied with and continue to use such services. Previous research on technology acceptance model, information system success, AR and artificial intelligence (AI)-context-specific variables supported the findings.
Practical implications
This study contributes to the development of AR apps for beauty brands, as such technology revolutionizes how beauty brands work and grow. As a result, AR apps can pave the way for brands to provide an immersive experience to their customers.
Originality/value
The current study contributes to AR and AI drivers in the context of beauty brands by using novel technologies such as AR. AR integration with AI-context-specific variables indicates that consumers in China and South Korea are innovative and accept such technologies when purchasing beauty products online.
This study provides some clarification and extends literature by investigating the effects of the use of social networking sites by organizational employees on job satisfaction, organizational commitment and employee job performance. A survey was conducted to empirically test the proposed research model consisting of latent constructs: social networking site use, organizational commitment, job satisfaction, and employee job performance. Data of this confirmatory study was collected from 279 employees of various organizations operating in Pakistan. The model was analyzed employing variance-based structure equation modeling. Statistical software was used to assess both measurement and structural models. Results indicate that social networking sites use is not directly associated with employee job performance but with the mediating effects of job satisfaction that is also nested with the mediating effect of organizational commitment. This study is expected to both substantiate existing theories of management, and provide some extensions to social support theory.
The current study of Augmented Reality technology aims to understand consumers' behavioral aspects toward tourism destination intentions in the current situation of a pandemic. Augmented Reality's role has significantly influenced consumers' intentions to travel in the future, yielding fruitful results for academics and managers. The technology readiness index, technology acceptance model, quality, Augmented Reality psychological engagement, attitude, and enjoyment were used to assess consumer behavior. The final data analysis included 484 respondents, who provided insights into the use of Augmented Reality technology. The findings suggest that Augmented Reality aspects influence tourists who want to travel, tour, and realize their desired destination intention in the future. The conceptual framework's overarching theories with Augmented Reality aspects provide relevant findings across the fulcrum of tourism research.
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