Purpose – The purpose of this study is to investigate online shoppers' adoption of visual sensory enabling technologies, showing that these sensory experience enablers provide a dual role in enhancing online apparel shopping by reducing perceived product risk, and increasing the entertainment...

Purpose – The purpose of this study is to investigate whether online apparel shoppers' adoption of product virtualization technologies is facilitated more by hedonic motivations than functional motivations due to the hedonic nature of the product virtualization technologies....