In response to the rapid growth of mobile Internet, online retailers have created better shopping experiences through new technologies. These shopping experiences are the product of the new interaction methods created by new technologies and the intrinsic value of these technologies. To achieve a better understanding of how new technologies improve consumers’ intention to use them continuously, this study established a theoretical model of how consumers’ perceived interactivity affects intrinsic value, which then affects attitudes, and ultimately contributes to the theoretical model. Within the perceived interactivity construct, there is perceived control, personalization and responsiveness, and as part of the intrinsic value construct there is playfulness and aesthetics. The results demonstrate that intrinsic value and perceived interactivity play important roles in predicting consumers’ attitudes and continuance intention to use new technologies applied to mobile e-commerce, but do not include perceived control in perceived interactivity. To highlight the results of this study, relevant enterprises or practitioners may use the findings to design or improve the features of existing mobile apps to provide better services and experiences to consumers based on their internal perceptions.

This paper examines the use of augmented reality technology in the design of packaging for takeaway food to assist in marketing. The research is divided into three studies for progressive investigation and analysis. Study 1 collected 375,859 negative evaluations of food delivery from the Internet and explored the main reasons that may have impacted the user’s evaluation by Latent Dirichlet Allocation topic modeling. Study 2 evaluated the effectiveness of augmented reality packaging by surveying 165 subjects and comparing it with traditional packaging. We conducted a survey of 1603 subjects in Study 3 and used the technology incentive model (TIM) to analyze how augmented reality technology positively impacts food delivery marketing. It has been established that packaging will influence the negative perception of consumers about buying and eating takeout food. Specifically, augmented reality technology can improve negative evaluations by providing a more conducive user experience than traditional packaging. According to our findings, augmented reality technology has improved the consumers’ perception of interaction, perceived vividness, and novelty experience, and achieved the aim of promoting takeaway food retail by improving negative evaluations posted by users.

Augmented reality (AR) technology has rapidly developed in recent years. This technology is widely used in various fields, including museum exhibitions, where people use it to experience art in a new way. While AR aims to realize the interaction between the virtual world and the real world, museums use AR to develop new digital artwork from artifacts. When text descriptions are no longer attractive to the audience, museums need to add more sound effects to images and video dynamics to develop a sustainable way for the industry’s future. For the continued use of such technology and the better development of the museum industry, this study used a structural equation model to explore the influences on the continuance intention of museum AR technology through experiments and questionnaires. Furthermore, it established a model with six dimensions: interaction quality, information quality, information richness, satisfaction, perceived playfulness, and continuance intention. Moreover, the results of this study can serve as a reference for managers to promote the extensive application of AR technology in museum construction, thereby providing visitors with better experiences and satisfying their needs.

Surplus foods are fresh raw material of food that has not been processed, and a large number of surplus foods are discarded and wasted every day. As a new business model, a surplus food blind box can attract consumers to purchase to reduce food waste. The main purpose of this study is to find out how to improve consumers’ degree of cognition of surplus food blind box to improve the purchase intention. Therefore, this study analyzes the relevant factors affecting consumers’ purchase intention of surplus food blind box, and through conceptualization and hypothesis verification, establishes a perceived model of consumers’ purchase intention of surplus food blind box that can be used for future research. The results can be used by relevant practitioners, consumers, governments, and researchers to reduce food waste.

In terms of the teaching process of matte painting, it is essential for students to develop a sound understanding of the relationship between virtual and physical environments. In this study, first-person view (FPV) drones are applied to matte painting courses to evaluate the effectiveness of the teaching, and to propose more effective design suggestions for FPV drones that are more suitable for teaching. This provides students with a better learning environment using a digital education system. The results of the study indicate that the flow experience, learning interest, and continuous learning intention of students who use FPV drones in matte painting are significantly greater than those of students who only utilize traditional teaching methods. Furthermore, the technology incentive model (TIM) was developed in this study after being verified by the structural equation model. The results demonstrate that the second-order construct ‘technology incentive’ comprising perceived interactivity, perceived vividness, and novel experience positively influence students’ learning interest and continuous learning intentions under the mediation of flow experience.

COVID-19 has adversely affected public access to public green spaces. As a means of interacting with nature, parks and green spaces are an important aspect of residents' daily lives. In this study, the focus is on new digital solutions, such as the experience of painting in virtual natural settings through virtual reality technologies. This study examines factors that affect the user's perceived playfulness and continuance intention to paint in a virtual environment. A total of 732 valid samples were collected through a questionnaire survey, and a theoretical model was developed through structural equation model by analyzing attitude, perceived behavioral control, behavioral intention, continuance intention, and perceived playfulness. Results demonstrate that perceived novelty and perceived sustainability increase the positive attitude of users toward VR painting functions, whereas perceived interactivity and aesthetics have no impact on it within VR painting context. As users use VR painting, they are more concerned about time and money than equipment compatibility. This makes resource facilitating conditions a more influential factor for perceived behavior control than technology facilitating conditions.