Exploring the brand experience in the metaverse under the perspective of technology acceptance model
Xiaolei Yu and Xuxiang Cheng, Kyung Hoon Kim and Huanzhang Wang
| Year of publication: |
2024
|
|---|---|
| Authors: | Yu, Xiaolei ; Cheng, Xuxiang ; Kim, Kyung Hoon ; Wang, Huanzhang |
| Subject: | Behavioral experience | Metaverse | Perceived ease of use | Perceived usefulness | Sensory experience | Social presence | Innovationsakzeptanz | Innovation adoption | Konsumentenverhalten | Consumer behaviour | Experiment | Markenführung | Brand management | Wahrnehmung | Perception | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-10-2023-0952 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015211016