Paul Arun Kumar J

The growing use of mobile augmented reality in gaming, e-commerce, education, and social media has influenced user interactions with digital material. The purpose of this study is to assess the technological acceptability and learning transfer theories in India among Gen Z and Millennial smartwatch purchasers using mobile augmented reality. In the months of July to September of 2024, 389 individuals were selected at random from a shopping center in Chennai, India. All of the participants got their hands on a free augmented reality shopping app for their smartwatches. They filled out a Google Form survey after a quick overview of the features of mobile augmented reality. Participants are already actively engaged in purchasing and may be more inclined to employ an Augmented Reality (AR) shopping application in a shopping center. The study results found that mobile augmented reality habits significantly impact Behavioral Intention, Performance Expectancy, Hedonic Motivation, and Effort Expectancy (β = 0.589, p = 0.001-0.871, p = 0.003-0.024). Behavioral intention between Generation Z and Millennials is not moderated by mobile augmented reality habits (β = 0.254, p = 0.227), but Performance Expectancy, Hedonic Motivation, and Effort Expectancy demonstrate significant moderating effects (β = 0.168, p = 0.012, p = 0.029, p = 0.000, β = 0.261, p = 0.005). This model states that Mobile Augmented Reality habits influence Millennials’ performance expectancy, hedonic motivation, and effort expectancy. Age negatively moderates Habit using Mobile Augmented Reality on Performance Expectancy and Behavioral Intention, indicating Gen Z values quality more.

The emergence of live-streaming commerce has significantly altered the purchasing patterns of consumers, and it has become a critical component of e-commerce and marketing, specifically during the pandemic. This study investigates how customer engagement and trust are impacted by perceived utility, platform interaction, and source credibility, as well as how these factors affect purchase intention and actual purchasing behavior. Data were gathered from 247 regular live streaming platform users in Chennai, Tamil Nadu, India, employing purposive sampling and a standard questionnaire. From August to November 2024, the survey was administered during periods of significant online purchasing events and increasing live commerce activities. Participants were selected among technology-savvy, digitally engaged shoppers at major metropolitan shopping malls to generate a representative sample. Using Partial Least Squares Structural Equation Modeling, results indicate that source credibility, platform interactivity, and perceived usefulness significantly affect consumer engagement (β = 1.376, p < 0.001). The results indicate that source credibility, platform interactivity, and perceived utility strongly affect trust (β = 1.198, p < 0.001, β = 0.351, p < 0.001, β = 0.224, p = 0.010). The findings also showed that customer engagement has a favorable impact on both purchase intention and the actual purchase (β = 1.272, 0.404; p = 0.001, 0.003). Trust positively affects both purchase intention (β = 0.994, p = 0.002) and actual purchase (β = 0.546, p = 0.001). Marketers and e-commerce platforms could apply these results to create more authentic and dynamic live streaming experiences that boost consumer engagement and trust.