{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,12]],"date-time":"2026-04-12T21:05:32Z","timestamp":1776027932048,"version":"3.50.1"},"reference-count":81,"publisher":"MDPI AG","issue":"7","license":[{"start":{"date-parts":[[2021,10,10]],"date-time":"2021-10-10T00:00:00Z","timestamp":1633824000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Guangdong Basic and Applied Basic Research Foundation","award":["2021A1515011956"],"award-info":[{"award-number":["2021A1515011956"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>The technological development of online product presentation modes (e.g., augmented reality, virtual reality) will greatly impact the future of e-retailing. The potential benefits of applying these new technologies for e-retailers need further investigation. Based upon the stimulus-organism-response (S-O-R) model, this study examines the effect of AR-based presentation modes on consumer patronage intention, with the mediating role of immersion, enjoyment, perceived product risk and attractiveness of the online store. Furthermore, it explores the moderating effect of technophilia that reflects consumers\u2019 positive attitude towards technology. A single factor between-subject experiment study was conducted with a sample of 420 university students. Results suggest that the serial indirect effects of AR presentation on patronage intention through immersion\/enjoyment\/perceived product risk and attractiveness of online store are conditional upon the level of technophilia. Technophilia is a critical factor that explains consumers\u2019 psychological and behavioral responses when they are using new technologies. The study provides new knowledge for e-marketing practitioners, as well as AR literature by indicating how and when new technology-based presentation works in evoking consumers\u2019 patronage intention.<\/jats:p>","DOI":"10.3390\/jtaer16070148","type":"journal-article","created":{"date-parts":[[2021,10,10]],"date-time":"2021-10-10T21:19:32Z","timestamp":1633900772000},"page":"2694-2707","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":22,"title":["Mechanism Linking AR-Based Presentation Mode and Consumers\u2019 Responses: A Moderated Serial Mediation Model"],"prefix":"10.3390","volume":"16","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1729-6579","authenticated-orcid":false,"given":"Xi","family":"Han","sequence":"first","affiliation":[{"name":"School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China"}]},{"given":"Feng","family":"Wang","sequence":"additional","affiliation":[{"name":"School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China"}]},{"given":"Shengxiang","family":"Lv","sequence":"additional","affiliation":[{"name":"School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China"}]},{"given":"Wenting","family":"Han","sequence":"additional","affiliation":[{"name":"School of Management & Engineering, Nanjing University, Nanjing 210093, China"}]}],"member":"1968","published-online":{"date-parts":[[2021,10,10]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"113","DOI":"10.1016\/j.jretai.2009.04.003","article-title":"The Theoretical domains of retailing research: A retrospective","volume":"85","author":"Brown","year":"2009","journal-title":"J. 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