Marketing , Small and Medium Enterprises, E-commerce
4
Scopus Publications
Scopus Publications
Exploring the Determinants Influencing the Immersive Experience of Augmented Reality and Virtual Reality Applications: A Cross-Sector Study Sadaf Siraj, Imroz Anwar, Mansoor Ahmad Digital Transformation of Business World A Managerial Perspective, 2025 In today’s modern and technology-driven world, augmented reality (AR) and virtual reality (VR) have positioned themselves as technological game changers which have impacted not only business processes but also customer engagement. By offering experiences where people can be fully immersed and engaged, these technologies have transformed the landscape of multiple sectors. VR recreates real-life retail experience thereby encouraging consumer interaction, whereas AR bridges the gap between online and offline shopping. Several factors that have emboldened the adoption of AR and VR across all industries include perceived ease of use (PEOU), perceived usefulness (PU), and behavioural intention (BI). In the healthcare sector, adoption is influenced by PU, ease of use, attitude (ATT), BI, and compatibility (COP). Additionally, user experience plays a crucial part in delivering immersive user interactions. In the education sector, factors like perceived enjoyment (PE), e-social influence, and facilitating conditions (FC) allow AR/VR to fulfil interactive learning roles. Retail application adoption hinges on usefulness, ease of use, ATTs, PE, and perceived informativeness (PI), which provide engaging shopping experiences like virtual try-ons and interactive store displays. In sports and gaming, social influence (SINF) and entertainment value drive adoption while improving training, gaming and overall user engagement. Tourism can take advantage of AR/VR through perceived value (PV), ease of use, and PE which in turn results in having competitive advantages through immersive experiences. This combined study provides valuable insights for stakeholders to understand the factors that impact AR/VR usage across diverse sectors.
Sustainable fashion through the lens of AR/VR: conceptual framework Mariya Ali, Sadaf Siraj, Mansoor Ahmad International Journal of Retail and Distribution Management, 2025 Purpose This study proposes a novel consumer-centric conceptual framework for sustainable fashion consumerism in India that incorporates digital fashion and augmented reality/virtual reality. It combines the most significant constructs of the technology acceptance model (TAM), the information systems success model (ISSM) and the innovation diffusion theory (IDT) to present an overall view of the determinants of adoption intentions. Design/methodology/approach Using PRISMA 2020 guidelines, a systematic literature review and two-stage meta-analysis were applied. Due to the novelty of AR/VR in sustainable fashion, a construct-level approach was employed, involving the analysis of 29 empirical studies. Two methods of analysis were applied: path-specific random-effects meta-analysis to examine hypothesised relationships and global aggregate meta-analysis of 295 effect sizes, with Jamovi used for robustness checking. Findings Construct-level analysis revealed strong, significant central TAM path correlations. Information quality’s influence on perceived usefulness was confirmed to some extent (r = 0.265). The remaining IDT and ISSM constructs (for example, system quality, trialability and compatibility) were positive but weaker in influence, due to limited research. Aggregate analysis confirmed a significant overall positive correlation (r ≈ 0.30) among all adoption constructs, albeit with considerable heterogeneity, tracing contextual factors’ significance. Research limitations/implications The work is theoretical, necessitating additional empirical research to validate the suggested paradigm across diverse populations and places. Though cross-domain coverage is necessary for reliability, it must be at the expense of context-relevant precision. Future studies must empirically test the model in sustainable fashion contexts, and cultural and sustainability-oriented moderators should be examined. Practical implications Fashion firms may utilise AR/VR to mitigate environmental effects by promoting conscientious purchasing and enhancing the consumer experience. Digital fashion platforms and virtual try-ons can greatly reduce fashion's environmental impact by cutting down on returns and overproduction. Originality/value This study introduces a new, integrative conceptual framework combining TAM, ISSM and IDT – an untested combination in the sustainable fashion AR/VR context. It is one of the first to offer quantitative, meta-analytic evidence of adoption frameworks within this field as well as a theory-based model and empirical evidence upon which to ground future research and practice.
Determinants Impacting the Assimilation Stages of E-commerce in SMEs: A Modified TOE Framework Mansoor Ahmad, Sadaf Siraj International Journal of Electronic Commerce Studies, 2023 This article aims to examine the factors affecting e-commerce assimilation in Indian SMEs. It proposes a research model based on the TOE framework that includes technological, organizational, environmental, and individual determinants of e-commerce adoption and assimilation. Based on survey data from 384 SMEs in North India, it is found that e-commerce adaptation is explained by TOEI determinants. The results show that Indian SMEs are adopting e-commerce, but most of them are not fully adapted to the final integration stage. Although all factors significantly influence the assimilation of SMEs, technological factors have emerged as the most influential predictors of e-commerce adoption among the other factors viz. Organizational, environmental, and individual compatibility in the technological context is directly related to e-commerce adaptation, while technological cost and perceived risk are the most inversely related important factors of e-commerce adaptation. This implies that managers, policymakers, and government should focus more on developing technical infrastructure and providing technical support to SMEs to promote e-commerce integration.
A systematic review and analysis of determinants impacting adoption and assimilation of e-commerce in small and medium enterprises Mansoor Ahmad, Sadaf Siraj International Journal of Electronic Business, 2018 This study aspires to conduct a systematic analysis of determinants affecting the adoption and assimilation of e-commerce in small and medium enterprises. For accomplishing the objective of the study, the researcher has identified 126 articles from reputed journals and assorted them into different factors and their relative frequency of occurrence in various studies using TOE architecture. An analysis of these explorations enabled us to investigate a variety of unearthing concerning our research objectives. We observed that there are numerous factors which have been used by researches for conducting studies affiliated to technological innovation adoption and assimilation in a different context. After scrutinising the elements in this study, we discovered that relative advantage, compatibility, cost, security concern/risk, technology readiness, strategic orientation, organisational characteristics, external pressure, technology vendor's support, government support, top management support, owner innovativeness, owner experience, owner characteristics are the factors which has been consistently used by most of the investigator under TOE framework.
