The
rapid
growth
of
virtual
reality
(VR)
and
augmented
(AR)
services
in
various
industries
has
stimulated
innovation.
This
study
proposes
a
research
framework
theoretical
model
based
on
self-determination
theory
(SDT)
to
examine
consumers’
purchase
intentions
for
VR
AR
service
technologies.
scope
includes
fashion
brands
that
use
employs
in-depth
interviews
identify
the
key
drivers
technologies
brands.
design
uses
an
online
survey
675
brand
consumers
collect
questionnaire
data
employing
structural
equation
modeling
(SEM)
fuzzy
set
qualitative
comparative
analysis
fuzzy-set
(fsQCA)
test
hypotheses
answer
questions.
contributes
understanding
consumer
technology
psychological
perceptions
about
implementing
with
future
marketing.
findings
show
perceived
value,
enjoyment,
informativeness,
presence,
experience
affect
intention
positively
when
using
AR/VR
Further,
results
highlight
informativeness
experience.
FsQCA
causal
conditions
are
sufficient
necessary
higher
context.
Business, management and economics,
Journal Year:
2023,
Volume and Issue:
unknown
Published: April 26, 2023
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embark
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markets.
The
rapid
growth
of
virtual
reality
(VR)
and
augmented
(AR)
services
in
various
industries
has
stimulated
innovation.
This
study
proposes
a
research
framework
theoretical
model
based
on
self-determination
theory
(SDT)
to
examine
consumers’
purchase
intentions
for
VR
AR
service
technologies.
scope
includes
fashion
brands
that
use
employs
in-depth
interviews
identify
the
key
drivers
technologies
brands.
design
uses
an
online
survey
675
brand
consumers
collect
questionnaire
data
employing
structural
equation
modeling
(SEM)
fuzzy
set
qualitative
comparative
analysis
fuzzy-set
(fsQCA)
test
hypotheses
answer
questions.
contributes
understanding
consumer
technology
psychological
perceptions
about
implementing
with
future
marketing.
findings
show
perceived
value,
enjoyment,
informativeness,
presence,
experience
affect
intention
positively
when
using
AR/VR
Further,
results
highlight
informativeness
experience.
FsQCA
causal
conditions
are
sufficient
necessary
higher
context.
