With the expansion of the digital environment and the metaverse, and the intervention of artificial intelligence, interaction in the virtual world is becoming more active. Humans are discussing the social reality of the user experience in this virtual space. Technology has created an object called a human-like digital human to enhance human immersion in the metaverse. This will become a factor that improves immersion so that the experience of the virtual world becomes more intimate for humans who feel unfamiliarity, alienation, and the rejection of new technologies. However, a clear definition, expression, and approach to the digital human are still being continuously improved. This article studied the direction of improvement in factors that can improve immersion in the user experience. In the process of communication between humans and digital humans, a qualitative survey was conducted based on the five human senses, where the user experience of the digital human was central. In-depth interviews were conducted with 20 men and women regarding their digital human experience, targeting Generation Z, who are familiar with the digital environment. Using NVIVO, global qualitative research software, 1000 main frequency words were derived, and the top 20 words with the highest frequency were classified into emotions and the five senses to analyze their correlation. As a result, we found that the mental models of developers and users are different in the digital human experience. Users felt more comfortable and a higher degree of intimacy when they saw the digital human as a technology, and the technology that the developer was showing was more focused on the external aspects that look similar to a human. It was found that, in order for users to immerse themselves in the digital human, various non-verbal expressions using the five senses should be further developed, rather than focusing on the human-like appearance. This study intends to serve as a cornerstone for research that can improve immersion in digital humans, with a high potential for future development.

In contrast to the extensive research on the impact of green buildings on character, property values, energy efficiency, and environmental quality, less emphasis has been placed on understanding the factors driving users’ selection of green real estate projects, an essential element for the future business sustainability of such buildings. This study investigates the connection between various user motivations, such as perceived usefulness, perceived usability, a sense of responsibility, awareness of consequences, and perceived behavioral control, and their impact on Asian users’ willingness to pay for green real estate projects. These users include those who have already invested in and are considering long-term investment in such projects. An empirical methodology, integrating these motivations with a technology acceptance model, is proposed to assess their willingness to pay either through renting or buying. The study applies structural equation modeling to analyze sample data against a hypothetical model, thereby testing the hypotheses. It concludes that, in influencing green real estate projects, the following apply: (1) perceived usefulness and perceived behavioral control significantly shape Asian users’ attitudes towards financial commitment; (2) perceived usability directly influences their perceived usefulness; (3) awareness of consequences acts as a mediating factor in the relationship between perceived usability and behavioral control among these users. Moreover, the study offers strategic design recommendations for future green real estate projects, informed by the diverse motivational factors of Asian users, to guide their purchasing and selection decisions.

AR integrates virtual elements with the real world in real-time to enhance interactivity and vividness, which may influence consumers’ perceptions and payment intentions. This study explores the impact of Augmented Reality (AR) on consumer willingness to pay for cultural heritage products, utilizing the Technology Acceptance Model (TAM) and flow theory. This study analyzes 603 responses (quantitative data) to understand consumer perceptions of AR in the purchasing process of cultural heritage products. The findings reveal that perceived usefulness, ease of use, and flow experience significantly enhance consumer purchase intentions, with ease of use also amplifying the effects of perceived usefulness and flow experience. Additionally, the immersive, interactive, and aesthetic aspects of AR contribute positively to ease of use and flow experiences, with immersion notably impacting perceived usefulness. The results support the research model with robust explanatory power, offering practical insights for employing AR to improve marketability and consumer engagement with cultural heritage products. This paper contributes to the existing literature by bridging the gap in understanding the role of AR in enhancing consumer experiences and financial outcomes in the cultural heritage domain.

Research on the information module has identified a range of factors in the adoption model that determine their intention to learn sustainably. This research investigates the determinants of employees’ intentions to use an online learning module within an office application, utilizing a modified Unified Theory of Acceptance and Use of Technology (UTAUT) model. Data were collected from 564 employees in different organizations and analyzed using structural equation modeling. The research examines correlations between four key determinants—performance expectancy, effort expectancy, social influence, and facilitating conditions—and eight user experience motivational factors, including career development, business needs, self-management, learning experience, company atmosphere, external pressure, company support, and course quality. The findings indicate that all four UTAUT determinants significantly support employees’ use of the online learning module for continuous learning. Performance expectancy is positively influenced by career development and business needs, effort expectancy by self-management, social influence by external pressure, and facilitating conditions by company support and course quality. The learning experience and company atmosphere showed no significant correlation. The study offers valuable insights for managers, investors, and developers to enhance the adoption of online learning modules, promoting sustainable learning and employee development.

This study investigates how university students adopt large language models (LLMs) for online consumption of sustainable products, integrating perceived value theory with the technology acceptance model (TAM). Cross-sectional survey data were analyzed using structural equation modeling (SEM) and artificial neural networks (ANNs). SEM results reveal partial mediation. Performance expectancy value (PEV) and information quality value (IQV) directly shape continue using intention (CUI). They also influence CUI indirectly through perceived ease of use (PEU) and perceived usefulness (PU). Green self-identity value (GSV) influences CUI both directly and via PEU, while trust transfer value (TTV) and green perceived value (GPV) affect CUI only via PEU. ANN findings confirm this hierarchy, as PU (86.7%) and PEU (85.7%) are the strongest predictors of CUI, followed by GSV (73.7%). Convergent evidence from both methods indicates that instrumental utility, effortless interaction, and sustainability identity congruence drive sustained LLM use in the context of online consumption of green products, whereas credibility cues and sustainability incentives play secondary roles. This study extends TAM by incorporating multidimensional value constructs and offers design recommendations for engaging and high-utility AI shopping platforms.

In contemporary e-commerce, enterprises coordinate transactions, supply chains, and customer interactions within platform-based, data-intensive ecosystems. Integrated office application (IOA) serves as the operational backbone of these ecosystems by unifying communication, content management, workflow automation, and analysis across procurement, fulfillment, and after-sales service processes. As e-commerce processes become fully digitized, employees’ daily interactions with IOA directly impact service quality, operational efficiency, and sustainability outcomes. However, the micro-mechanisms by which IOA attributes translate into sustainable work practices are under-explored in the e-commerce literature. This study aims to explore how system quality, information quality, and collaboration quality influence user perceptions (perceived ease of use and usefulness), social influences (subjective norms), and satisfaction, thus jointly driving user intention and IOA-enabled sustainable behaviors. By integrating the Technology Acceptance Model, the Theory of Planned Behavior, and the IS Success Model, this research elaborates in a human-centered way on how an e-commerce enterprise’s system support can promote corporate and individual sustainability through employees’ adoption and continuous effective use.