Augmented reality adoption intention among travel and tour operators in Malaysia: mediation effect of value alignment
Purpose – This study evaluated the determinants of augmented reality (AR) adoption in Malaysia’s travel and tour operator sectors through an integrated technology organization-environmental (TOE) and diffusion of innovation (DOI) model. Design/methodology/approach – The TOE and DOI were considered...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing Limited
2022
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/101639/1/101639_Augmented%20reality%20adoption%20intention.pdf http://irep.iium.edu.my/101639/ https://www.emerald.com/insight/content/doi/10.1108/JTF-03-2021-0072/full/html |
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