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This study investigates augmented reality (AR) retailing and attempts to develop a profound understanding of consumer decision-making processes in AR-enabled e-retailing.

The study is grounded in rich informational cues and information processing mechanisms by incorporating the elaboration likelihood model (ELM) and trust transfer theory. This study employs a mixed analytic method that incorporates structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to provide a complete picture of individual information process mechanisms in AR retailing under the tenet of ELM.

The SEM analysis results confirm the relationships between the central and peripheral route factors, information processing outcomes and eventual behavioral intentions. Moreover, all configurations revealed by the fsQCA include both central and peripheral factors. Hence, the dual routes proposed in the ELM are verified by using two distinct analytical approaches.

This study is pioneering in validating and contextualizing ELM theory in AR retailing. In addition, this study offers a methodological paradigm by demonstrating the application of multi-analysis in exploring consumers’ information process mechanisms in AR retailing, which offers a holistic and comprehensive view to understand consumers’ decision-making mechanisms.

Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.