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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...

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Principais autores: Nyoman Sri Subawa, Ni Putu Chantika Aprilia Nariswari, Made Maenita Dewi, Anak Agung Gede Wiranata, Caren Angellina Mimaki, Made Srinitha Millinia Utami
Formato: Artigo
Idioma:Inglês
Publicado: MDPI AG 2026-05-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Assuntos:
Virtual Try-On
augmented reality
experiential value
flow
customer engagement behavior
e-commerce
Acceso en liña:https://www.mdpi.com/0718-1876/21/5/155
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