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Understanding Customer Engagement Behavior in Virtual Try-On Services: Evidence from Indonesia

The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on custom...

Deskribapen osoa

Gorde:
Egile Nagusiak: Nyoman Sri Subawa, Ni Putu Chantika Aprilia Nariswari, Made Maenita Dewi, Anak Agung Gede Wiranata, Caren Angellina Mimaki, Made Srinitha Millinia Utami
Formatua: Artigo
Hizkuntza:Inglês
Argitaratua: MDPI AG 2026-05-01
Saila:Journal of Theoretical and Applied Electronic Commerce Research
Gaiak:
Virtual Try-On
augmented reality
experiential value
flow
customer engagement behavior
e-commerce
Sarrera elektronikoa:https://www.mdpi.com/0718-1876/21/5/155
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