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The Power of Affection: Exploring the Key Drivers of Customer Loyalty in Virtual Reality-Enabled Services

The accelerating growth of virtual reality (VR) technology and evolving customer needs make multifarious challenges and opportunities for service industries. Based on the Technology Acceptance Model (TAM) and Theory of Affection Responses, we explored the key drivers of customer loyalty in virtual r...

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Principais autores: Jun Yan, Ihtesham Ali, Rizwan Ali, Yaping Chang
Formato: Artigo
Idioma:Inglês
Publicado em: Frontiers Media S.A. 2022-04-01
coleção:Frontiers in Psychology
Assuntos:
virtual reality-enabled services
TAM
authenticity
affective response
customer loyalty
Acesso em linha:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.850896/full
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