A SEM-ANN-NCA ANALYSIS OF GEN Z’S PERCEPTION-DRIVEN ADOPTION OF AUGMENTED E-COMMERCE
Grounded in the Technology Acceptance Model, Flow Theory, and Diffusion of Innovation, this paper explores the psychological indicators of Augmented Reality (AR)-enabled e-commerce adoption among Gen Z in India. It studies the direct effects of trust, compatibility, enjoyment, usefulness, ease of us...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sarawak Research Society (SRS)
2025-06-01
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| Series: | Journal of Applied Structural Equation Modeling |
| Subjects: | |
| Online Access: | https://jasemjournal.com/wp-content/uploads/2025/07/JASEM90205-Sayed-et-al.-2025.pdf |
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