Recent advancements in virtual reality technology have attracted increasing attention from enterprises and scholars, and many new related products have been launched. Due to the current COVID-19 epidemic, the non-face-to-face teaching environment will seriously affect students' basketball learning. We therefore combined basketball learning with metaverse technology, discussed basketball teaching in a virtual reality environment, and examined the influencing factors of college students' intentions to use metaverse technology. In the light of UTAUT2, a new research model was proposed, and quantitative research was carried out. The results of a survey of 1074 valid samples revealed that habits and attitudes are crucial factors in the success of basketball learning using a metaverse. The findings also indicate that grade and gender are moderator variables.

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.

Introduction: Based on the expansion of flow constructs based on the TAM model, this study assesses the impact of metaverse technology in college basketball courses.Methods: We surveyed 849 effective samples using an online questionnaire survey, verified our analysis using structural equation modeling, and examined the moderating effect of gender on the path relationship.Results: The perceived ease of use, the flow experience, and the perceived usefulness of the product are important predictors of behavioral intention. According to the study, perceived usefulness, and flow experience influence attitudes significantly. A moderating effect of gender is observed on perceived ease of use on the path to behavioral intention, and the results extend the theoretical research on the use of metaverse technology for basketball instruction and TAM.Discussion: A metaverse-based learning experience can enhance the flow experience of basketball learning, thus increasing the willingness to use and the effectiveness of learning.

In recent years, many governments and companies have gradually launched robotaxi projects to help make transportation systems smarter, improve travel efficiency, and reduce travel costs. Robotaxi is a new mode of travel that replaces human driving with machines, freeing up social labour and enriching people’s travel choices. This study employs the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) to understand the influencing factors of users’ adoption and usage of robotaxis in China to facilitate the broader integration of robotaxis into urban transportation systems. This study surveyed the preferences of 2048 respondents and analysed the data through structural equation modelling. The results indicate that performance expectancy, hedonic motivation, and price value are the factors influencing users’ behavioural intentions, while effort expectancy and social influence affect use behaviour. In contrast, habit is an important factor that affect both behavioural intention and actual use behaviour. Based on the findings, we have proposed practical strategies to improve robotaxi services and updated the UTAUT2 model in the context of robotaxi. We suggest that robotaxi operators can promote user acceptance and use by reducing the difficulty of use, improving the cost performance and the ride experience, and making appropriate publicity and guidance.

In this study, we explored innovative approaches to sustainable fashion design, focusing on the increasingly prominent issue of sustainability in the global fashion industry. By analyzing consumer feedback in online communities, particularly through a systematic study of user comments on clothing products on the JD.com website, this paper reveals consumers’ attitudes, expectations, and suggestions regarding sustainable fashion. The findings provide new directions for improvements in sustainable clothing design. We collected data using Python web scraping technology from the Chinese e-commerce platform JD.com and employed the Latent Dirichlet Allocation (LDA) method for text topic modeling. This approach successfully identified three main themes: perceived quality, perceived value, and sensory comfort. Additionally, we employed multivariate analysis of variance to assess consumers’ perceptions. Survey data show that consumers demonstrat higher levels of perceived quality, value, purchase intention, and intention to repurchase sustainable clothing compared to traditional apparel. The research findings help apparel companies understand consumer needs regarding sustainability, providing theoretical support for designers and confirming the importance of emphasizing eco-friendly materials and sustainable production in new product development. This research not only provides actionable insights for the fashion industry but also contributes to the ongoing discourse on sustainable design strategies globally.

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.