This research integrates the technology acceptance model and concepts of experiential value to investigate factors that affect sustainable relationship behavior toward using augmented-reality interactive technology (ARIT). In line with consumers' innovativeness, this research discovers that consumers' level of cognitive innovativeness affects their sustainable relationship behaviors toward using ARIT. Online consumers with high cognitive innovativeness put more emphasis on usefulness, aesthetics, and service excellence presented by ARIT; in contrast, those with low cognitive innovativeness focus on playfulness and ease of use presented by ARIT.

Purpose -The purpose of this study is to explore the impacts of service encounters on customer experiential value and subsequently on customer behavioral intentions in a shopping mall context in Taiwan. Design/methodology/approach -Data were gathered using mall intercepts at three large shopping malls in northern Taiwan. Structural equation modeling was employed to assess the proposed research model empirically. Findings -The empirical results revealed that: personal interaction encounters positively influenced perceptions of efficiency and excellence value; physical environment encounters positively affected perceptions of playfulness and aesthetics; and all dimensions of customer experiential value (i.e. efficiency, service excellence, playfulness, and aesthetics) positively affected customer behavioral intentions. Originality/value -Following Bitner's suggestion in 1990, the present study classified service encounters into two dimensions -personal interaction encounters and physical environment encounters. Further, the empirical findings revealed that customer experiential value mediated the relationship between service encounters and consumer behavioral intentions.

Purpose -The purpose of this paper is to examine the extent to which presence, media richness, and narrative experiences yield the highest experiential value in augmented-reality interactive technology (ARIT). Design/methodology/approach -A survey is performed to collect data. Valid questionnaires of 344 ARIT users are identified. The hypothesized associations are analyzed using structure equation modeling. Findings -Empirical results indicate that narrative experience induces a higher experiential value than other simulative experiences, including presence and media richness. Practical implications -Results of this study provide a valuable reference for managers attempting to design an ARIT process in order to optimize the experiential value in various online simulation environments.Originality/value -This study adopts an integrated framework that incorporates narrative theory, media richness theory, and presence in the online ARIT. Exactly how narrative experience, media richness, and presence affect the formation of experiential value in the ARIT process is explored as well.

Purpose Drawing on virtual liminoid theory, the purpose of this paper is to examine factors that induce a multisensory flow experience in an e-shopping context through the use of augmented-reality interactive technology (ARIT). Design/methodology/approach To validate the research framework, a task-based laboratory study was performed. Participants were recruited through a snowball e-mail method and requested to freely and independently use ARIT for clothes fitting in the laboratory, after which they completed a questionnaire; 336 valid responses were received. Findings Empirical results revealed that three decorating psychological states (sense of body ownership, sense of ownership control, and self-explorative engagement) directly induced a multisensory flow experience. Furthermore, two multisensory factors (sense of self-location and haptic imagery) mediated the multisensory flow experience through these three decorating psychological states. Practical implications Consumers not only rely on generating self-display for optimal fitting in virtual avatar decoration in an e-shopping context but also concentrate more on expression and control of self-body. As consumers’ decorating psychological states require an ideal form of self-expression, a high degree of autonomy in exploring self-decoration options will create more value for consumers. Considering that expressing and controlling the self-body in addition to self-explorative engagement in virtual avatar decoration will trigger the flow experience in an e-shopping context, increasing the use of multisensory ARIT to trigger decorating psychological states in e-shopping contexts is highly recommended. Originality/value In this study, a relationship was constructed among virtual liminoid theory, flow theory, and multisensory technology, and an integrated conceptual framework was developed for the relationship between decorating psychological states and multisensory flow experience.

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