{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,2]],"date-time":"2026-06-02T10:09:12Z","timestamp":1780394952840,"version":"3.54.1"},"reference-count":76,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,8,4]],"date-time":"2025-08-04T00:00:00Z","timestamp":1754265600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM), this study develops and validates a dual-dimension content\u2013dual-route processing model to investigate how different features of AR advertising influence consumer engagement. Specifically, it examines how product-related attributes (attractiveness, informativeness) and technology-related attributes (interactivity, augmentation) shape attitudes toward the ad and purchase intentions through cognitive (information credibility) and affective (enjoyment) pathways. Using data from an online survey (N = 299), the study applies partial least squares structural equation modeling (PLS-SEM) to test the proposed model. The results show that informativeness and augmentation significantly enhance information credibility, while attractiveness primarily influences emotional responses. Interactivity and augmentation positively influence cognitive and affective responses. Mediation analysis confirms the simultaneous activation of central and peripheral processing routes, with flow experience emerging as a significant moderator in selected pathways. By introducing a structured framework for AR advertising content, this study extends the applicability of the ELM in immersive media contexts. It underscores the combined impact of rational evaluation and emotional engagement in shaping consumer behavior and offers practical insights for designing effective AR advertising strategies.<\/jats:p>","DOI":"10.3390\/jtaer20030196","type":"journal-article","created":{"date-parts":[[2025,8,4]],"date-time":"2025-08-04T10:48:08Z","timestamp":1754304488000},"page":"196","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Dual-Pathway Effects of Product and Technological Attributes on Consumer Engagement in Augmented Reality Advertising"],"prefix":"10.3390","volume":"20","author":[{"given":"Peng","family":"He","sequence":"first","affiliation":[{"name":"Global Management Department, Kookmin University, Seoul 02707, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6407-248X","authenticated-orcid":false,"given":"Jing","family":"Zhang","sequence":"additional","affiliation":[{"name":"Department of Business Administration, Kookmin University, Seoul 02707, Republic of Korea"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,8,4]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"884","DOI":"10.1007\/s11747-017-0541-x","article-title":"Augmenting the Eye of the Beholder: Exploring the Strategic Potential of Augmented Reality to Enhance Online Service Experiences","volume":"45","author":"Hilken","year":"2017","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_2","unstructured":"ARtillery Intelligence (2024, June 17). Mobile AR Global Revenue Forecast: 2023\u20132028. Available online: https:\/\/artilleryiq.com\/reports\/mobile-ar-global-revenue-forecast-2023-2028\/."},{"key":"ref_3","unstructured":"ARtillery Intelligence (2024, June 17). Headworn AR Global Revenue Forecast: 2023\u20132028. Available online: https:\/\/artilleryiq.com\/reports\/headworn-ar-global-revenue-forecast-2023-2028\/."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"703","DOI":"10.1080\/02650487.2021.1908784","article-title":"Modeling and Evaluating the Effectiveness of AR Advertising and the Moderating Role of Personality Traits","volume":"41","author":"Uribe","year":"2022","journal-title":"Int. J. Advert."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"109","DOI":"10.1080\/00913367.2020.1740123","article-title":"Seeing with the Customer\u2019s Eye: Exploring the Challenges and Opportunities of AR Advertising","volume":"49","author":"Heller","year":"2020","journal-title":"J. Advert."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"149","DOI":"10.1016\/j.bushor.2015.10.003","article-title":"Augmented Reality: Designing Immersive Experiences That Maximize Consumer Engagement","volume":"59","author":"Scholz","year":"2016","journal-title":"Bus. Horiz."},{"key":"ref_7","first-page":"489","article-title":"Measuring the Content Characteristics of Videos Featuring Augmented Reality Advertising Campaigns","volume":"12","author":"Feng","year":"2018","journal-title":"J. Res. Interact. Mark."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"423","DOI":"10.1016\/j.jbusres.2020.08.041","article-title":"Blending the Real World and the Virtual World: Exploring the Role of Flow in Augmented Reality Experiences","volume":"122","author":"Barhorst","year":"2021","journal-title":"J. Bus. Res."},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"229","DOI":"10.1016\/j.jretconser.2016.10.005","article-title":"Discernible Impact of Augmented Reality on Retail Customer\u2019s Experience, Satisfaction and Willingness to Buy","volume":"34","author":"Poushneh","year":"2017","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"1281","DOI":"10.1108\/IJRDM-11-2021-0535","article-title":"Exploring the Role of Augmented Reality in Online Impulse Behaviour","volume":"50","author":"Kumar","year":"2022","journal-title":"Int. J. Retail. Distrib. Manag."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1177\/1094670511411703","article-title":"Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research","volume":"14","author":"Brodie","year":"2011","journal-title":"J. Serv. Res."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"27","DOI":"10.1016\/j.intmar.2018.07.003","article-title":"Digital Content Marketing\u2019s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications","volume":"45","author":"Hollebeek","year":"2019","journal-title":"J. Interact. Mark."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1016\/j.im.2016.05.001","article-title":"Optimal Experience of Flow Enhanced by Telepresence: Evidence from Social Media Use","volume":"54","author":"Pelet","year":"2017","journal-title":"Inf. Manag."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"101833","DOI":"10.1016\/j.tele.2022.101833","article-title":"Consumer Behavior in an Augmented Reality Environment: Exploring the Effects of Flow via Augmented Realism and Technology Fluidity","volume":"71","author":"Chen","year":"2022","journal-title":"Telemat. Inform."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1109\/38.963459","article-title":"Recent Advances in Augmented Reality","volume":"21","author":"Azuma","year":"2001","journal-title":"IEEE Comput. Graph. Appl."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"244","DOI":"10.1080\/15252019.2020.1738292","article-title":"Inspection or Play? A Study of How Augmented Reality Technology Can Be Utilized in Advertising","volume":"20","author":"Tsai","year":"2020","journal-title":"J. Interact. Advert."},{"key":"ref_17","first-page":"668","article-title":"Source Factors and the Elaboration Likelihood Model of Persuasion","volume":"11","author":"Petty","year":"1984","journal-title":"Adv. Consum. Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"1032","DOI":"10.1037\/0022-3514.51.5.1032","article-title":"Central and Peripheral Routes to Persuasion: An Individual Difference Perspective","volume":"51","author":"Cacioppo","year":"1986","journal-title":"J. Personal. Soc. Psychol."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"805","DOI":"10.2307\/25148755","article-title":"Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model","volume":"30","author":"Bhattacherjee","year":"2006","journal-title":"MIS Q."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"807","DOI":"10.1016\/j.im.2018.03.009","article-title":"Using the Elaboration Likelihood Model to Examine Online Persuasion through Website Design","volume":"55","author":"Cyr","year":"2018","journal-title":"Inf. Manag."},{"key":"ref_21","doi-asserted-by":"crossref","unstructured":"Zhang, Z., Jiang, H., Zhou, C., Zheng, J., and Yang, S. (2022). Predicting Review Helpfulness in the Omnichannel Retailing Context: An Elaboration Likelihood Model Perspective. Front. Psychol., 13.","DOI":"10.3389\/fpsyg.2022.958386"},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"87","DOI":"10.30880\/jtmb.2023.10.02.008","article-title":"A Literature Review on Persuasive Communication: Utilising Elaboration Likelihood Model to Understand Consumer Engagement on Social Media Platforms","volume":"10","author":"Mardhatilah","year":"2023","journal-title":"J. Technol. Manag. Bus."},{"key":"ref_23","doi-asserted-by":"crossref","unstructured":"Petty, R.E., and Cacioppo, J.T. (1986). The Elaboration Likelihood Model of Persuasion. Communication and Persuasion, Springer.","DOI":"10.1007\/978-1-4612-4964-1"},{"key":"ref_24","unstructured":"Csikszentmihalyi, M., and Csikzentmihaly, M. (1990). Flow: The Psychology of Optimal Experience, Harper & Row."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1016\/j.intmar.2008.10.003","article-title":"Flow Online: Lessons Learned and Future Prospects","volume":"23","author":"Hoffman","year":"2009","journal-title":"J. Interact. Mark."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/10641734.1995.10505022","article-title":"How Consumers Assess the Value of Advertising","volume":"17","author":"Ducoffe","year":"1995","journal-title":"J. Curr. Issues Res. Advert."},{"key":"ref_27","first-page":"57","article-title":"Exploring the Power of Visual Aesthetics in Advertising","volume":"8","author":"Yahya","year":"2024","journal-title":"Int. J. Art Des."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1016\/j.intmar.2017.04.001","article-title":"Is Augmented Reality Technology an Effective Tool for E-Commerce? An Interactivity and Vividness Perspective","volume":"39","author":"Yim","year":"2017","journal-title":"J. Interact. Mark."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1016\/j.jretconser.2016.02.004","article-title":"Augmented Reality: Research Agenda for Studying the Impact of Its Media Characteristics on Consumer Behaviour","volume":"30","author":"Javornik","year":"2016","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"3360","DOI":"10.1080\/0144929X.2021.1987523","article-title":"An Experimental Study of Consumers\u2019 Impulse Buying Behaviour in Augmented Reality Mobile Shopping Apps","volume":"41","author":"Chen","year":"2022","journal-title":"Behav. Inf. Technol."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1016\/j.jretconser.2019.03.004","article-title":"Augmented Reality Marketing: How Mobile AR-Apps Can Improve Brands through Inspiration","volume":"49","author":"Rauschnabel","year":"2019","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"543","DOI":"10.1002\/mar.21632","article-title":"Augmented Reality Advertising via a Mobile App","volume":"39","author":"Sung","year":"2022","journal-title":"Psychol. Mark."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"157","DOI":"10.52633\/jms.v4i1.164","article-title":"Effect of Augmented Reality Advertising on Purchase Intention","volume":"4","author":"Saleem","year":"2022","journal-title":"J. Mark. Strateg."},{"key":"ref_34","first-page":"249","article-title":"Insights for Advertisers on Immersive Technologies: The Future of Ads Using VR, AR, MR and the Metaverse","volume":"64","author":"Cowan","year":"2024","journal-title":"J. Advert. Res."},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"113","DOI":"10.1007\/s11002-021-09573-9","article-title":"The Effect of Augmented Reality versus Traditional Advertising: A Comparison between Neurophysiological and Self-Reported Measures","volume":"33","author":"Pozharliev","year":"2022","journal-title":"Mark. Lett."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"162","DOI":"10.1080\/02650487.2022.2137316","article-title":"The Future of Advertising Research in Virtual, Augmented, and Extended Realities","volume":"42","author":"Ahn","year":"2023","journal-title":"Int. J. Advert."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"149","DOI":"10.1016\/j.intmar.2013.12.002","article-title":"Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation","volume":"28","author":"Hollebeek","year":"2014","journal-title":"J. Interact. Mark."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1080\/00913367.2021.1888339","article-title":"How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention","volume":"51","author":"Dens","year":"2022","journal-title":"J. Advert."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"919","DOI":"10.1016\/j.jbusres.2009.05.014","article-title":"Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives","volume":"63","author":"Mollen","year":"2010","journal-title":"J. Bus. Res."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"547","DOI":"10.1016\/j.jbusres.2018.10.050","article-title":"The Impact of Virtual, Augmented and Mixed Reality Technologies on the Customer Experience","volume":"100","year":"2019","journal-title":"J. Bus. Res."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"433","DOI":"10.1108\/IJRDM-06-2017-0117","article-title":"The Impact of Experiential Augmented Reality Applications on Fashion Purchase Intention","volume":"48","author":"Watson","year":"2020","journal-title":"Int. J. Retail. Distrib. Manag."},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"581","DOI":"10.1016\/j.jbusres.2018.10.041","article-title":"\u201cI Am Not Satisfied with My Body, so I like Augmented Reality (AR)\u201d: Consumer Responses to AR-Based Product Presentations","volume":"100","author":"Yim","year":"2019","journal-title":"J. Bus. Res."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"163","DOI":"10.1108\/ITP-03-2015-0069","article-title":"To Immerse or Not? Experimenting with Two Virtual Retail Environments","volume":"30","author":"Papagiannidis","year":"2017","journal-title":"Inf. Technol. People"},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1016\/j.jretconser.2017.12.010","article-title":"Augmented Reality in Retail: A Trade-off between User\u2019s Control of Access to Personal Information and Augmentation Quality","volume":"41","author":"Poushneh","year":"2018","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_45","first-page":"235","article-title":"The Value of and Attitude toward Sponsored Links for Internet Information Searchers","volume":"10","author":"Lin","year":"2009","journal-title":"J. Electron. Commer. Res."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"48","DOI":"10.1177\/002224298905300204","article-title":"An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context","volume":"53","author":"MacKenzie","year":"1989","journal-title":"J. Mark."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"141","DOI":"10.2478\/sbe-2019-0031","article-title":"Factors Influencing Customers\u2019 Attitude Towards SMS Advertisement: Evidence from Mauritius","volume":"14","author":"Rajesh","year":"2019","journal-title":"Stud. Bus. Econ."},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"256","DOI":"10.1016\/j.chb.2014.01.015","article-title":"Why Smartphone Advertising Attracts Customers: A Model of Web Advertising, Flow, and Personalization","volume":"33","author":"Kim","year":"2014","journal-title":"Comput. Hum. Behav."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"378","DOI":"10.1016\/j.jbusres.2017.12.047","article-title":"How Smartphone Advertising Influences Consumers\u2019 Purchase Intention","volume":"94","author":"Martins","year":"2019","journal-title":"J. Bus. Res."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"117","DOI":"10.1080\/00913367.2024.2309923","article-title":"A Meta-Analysis of the Antecedents and Consequences of Advertising Value","volume":"54","author":"Ye","year":"2025","journal-title":"J. Advert."},{"key":"ref_51","doi-asserted-by":"crossref","unstructured":"Gaber, H.R., Wright, L.T., and Kooli, K. (2019). Consumer Attitudes towards Instagram Advertisements in Egypt: The Role of the Perceived Advertising Value and Personalization. Cogent Bus. Manag., 6.","DOI":"10.1080\/23311975.2019.1618431"},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"56","DOI":"10.1177\/0972262918821248","article-title":"Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach","volume":"23","author":"Arora","year":"2019","journal-title":"Vis. J. Bus. Perspect."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"258","DOI":"10.2501\/jar-51-1-258-275","article-title":"Friends, Fans, and Followers: Do Ads Work on Social Networks?: How Gender and Age Shape Receptivity","volume":"51","author":"Taylor","year":"2011","journal-title":"J. Advert. Res."},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1080\/00218499.1996.12466626","article-title":"Advertising Value and Advertising on the Web","volume":"36","author":"Ducoffe","year":"1996","journal-title":"J. Advert. Res."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"113","DOI":"10.2753\/JOA0091-3367410208","article-title":"The Impact of Stereoscopic Three-Dimensional (3-D) Advertising","volume":"41","author":"Yim","year":"2012","journal-title":"J. Advert."},{"key":"ref_56","first-page":"237","article-title":"The Interaction of Peripheral Cues and Message Arguments On Cognitive Responses to an Advertisement","volume":"17","author":"Hennessey","year":"1990","journal-title":"Adv. Consum. Res."},{"key":"ref_57","unstructured":"Lutz, R.J. (1985). Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Framework. Psychological Processes and Advertising Effects, Erlbaum."},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"429","DOI":"10.1057\/s41262-021-00236-8","article-title":"Green or Social? An Analysis of Environmental and Social Sustainability Advertising and Its Impact on Brand Personality, Credibility and Attitude","volume":"28","author":"Sander","year":"2021","journal-title":"J. Brand Manag."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"152","DOI":"10.1080\/08911762.2015.1114692","article-title":"Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation","volume":"28","author":"Nagar","year":"2015","journal-title":"J. Glob. Mark."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"100819","DOI":"10.1016\/j.elerap.2018.11.006","article-title":"Effectiveness of Online Behavioral Targeting: A Psychological Perspective","volume":"33","author":"Ozcelik","year":"2019","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_61","doi-asserted-by":"crossref","first-page":"121731","DOI":"10.1016\/j.techfore.2022.121731","article-title":"Investigating the Effect of Advertising Irritation on Digital Advertising Effectiveness: A Moderated Mediation Model","volume":"180","author":"Sharma","year":"2022","journal-title":"Technol. Forecast. Soc. Change"},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"103314","DOI":"10.1016\/j.im.2020.103314","article-title":"No Trespassing: Exploring Privacy Boundaries in Personalized Advertisement and Its Effects on Ad Attitude and Purchase Intentions on Social Media","volume":"58","author":"Zhu","year":"2021","journal-title":"Inf. Manag."},{"key":"ref_63","doi-asserted-by":"crossref","unstructured":"Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., and Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, Springer Nature.","DOI":"10.1007\/978-3-030-80519-7"},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"227","DOI":"10.1111\/isj.12131","article-title":"Minimum Sample Size Estimation in PLS-SEM: The Inverse Square Root and Gamma-exponential Methods","volume":"28","author":"Kock","year":"2018","journal-title":"Inf. Syst. J."},{"key":"ref_65","unstructured":"Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences, Erlbaum. [2nd ed.]."},{"key":"ref_66","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1002\/hrm.21652","article-title":"Modeling the Impact of Advertisement-Image Congruity on Applicant Attraction","volume":"55","author":"Baum","year":"2016","journal-title":"Hum. Resour. Manag."},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1016\/j.intmar.2011.07.002","article-title":"Determinants of Consumer Perceptions toward Mobile Advertising\u2014A Comparison between Japan and Austria","volume":"26","author":"Liu","year":"2012","journal-title":"J. Interact. Mark."},{"key":"ref_68","doi-asserted-by":"crossref","first-page":"23","DOI":"10.2501\/jar-41-5-23-32","article-title":"Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes","volume":"41","author":"Brackett","year":"2001","journal-title":"J. Advert. Res."},{"key":"ref_69","doi-asserted-by":"crossref","first-page":"404","DOI":"10.1086\/209123","article-title":"Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising","volume":"14","author":"Holbrook","year":"1987","journal-title":"J. Consum. Res."},{"key":"ref_70","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1080\/10641734.2004.10505164","article-title":"Measuring Attitude toward the Brand and Purchase Intentions","volume":"26","author":"Spears","year":"2004","journal-title":"J. Curr. Issues Res. Advert."},{"key":"ref_71","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1177\/002224378101800104","article-title":"Evaluating Structural Equation Models with Unobservable Variables and Measurement Error","volume":"18","author":"Fornell","year":"1981","journal-title":"J. Mark. Res."},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1007\/s11747-014-0403-8","article-title":"A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling","volume":"43","author":"Henseler","year":"2015","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"2637","DOI":"10.1108\/IMDS-02-2021-0082","article-title":"HTMT2\u2013an Improved Criterion for Assessing Discriminant Validity in Structural Equation Modeling","volume":"121","author":"Roemer","year":"2021","journal-title":"Ind. Manag. Data Syst."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"114465","DOI":"10.1016\/j.jbusres.2023.114465","article-title":"Robustness Checks in PLS-SEM: A Review of Recent Practices and Recommendations for Future Applications in Business Research","volume":"173","author":"Vaithilingam","year":"2024","journal-title":"J. Bus. Res."},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"127","DOI":"10.1016\/j.indmarman.2023.03.010","article-title":"Improving PLS-SEM Use for Business Marketing Research","volume":"111","author":"Guenther","year":"2023","journal-title":"Ind. Mark. Manag."},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"102649","DOI":"10.1016\/j.jretconser.2021.102649","article-title":"\u201cYes, We Do. Why Not Use Augmented Reality?\u201d Customer Responses to Experiential Presentations of AR-Based Applications","volume":"62","author":"Hsu","year":"2021","journal-title":"J. Retail. Consum. Serv."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/3\/196\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T18:22:24Z","timestamp":1760034144000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/20\/3\/196"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,8,4]]},"references-count":76,"journal-issue":{"issue":"3","published-online":{"date-parts":[[2025,9]]}},"alternative-id":["jtaer20030196"],"URL":"https:\/\/doi.org\/10.3390\/jtaer20030196","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,8,4]]}}}