The Internet as a shopping and purchasing medium has become an extensively researched topic. Augmented realty, in particular, allows consumers to explore their options and make personalised changes while shopping online. Our study aims to analyse the symmetry between the attitudes towards using the traditional electronic online shopping and the electronic commerce that uses augmented reality. We also investigate the effects of personality traits and the attitudes towards the Internet on the two electronic commerce forms. Our results show that the buying intention in online shopping is significantly higher in the case of augmented reality. Our results also reveal associations between personality traits and online buying behaviours, i.e., neuroticism and the openness to experiences being associated with the willingness to buy online. On the other hand, personality traits are proved to predict buying impulsiveness, the highest weight being represented by low emotional stability and high external locus of control. Further research should also include other dimensions, such as the perceived risks associated with online purchasing, self-efficacy or anxiety towards technology.

Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.

Given the current technological changes, entrepreneurs need to transform their businesses and become more and more digitalized. The process of digital transformation through digital marketing tool adoption is decisive for SMEs’ economic development. It may lead to an increase in revenues, may contribute to the transformation of business models, and may contribute to the increase in the sustainability of SMEs. Aspiring to understand what entrepreneurs think and perceive about their digital knowledge and tools to promote their business online, the authors performed a study to determine and quantify the perceived usefulness of digital tools used by SME owners, by using two different methods of research. They are represented by quantitative analysis and multi-criteria decision analysis, used to analyse the motivations, intentions, and characteristics of 333 entrepreneurs and the businesses they run. As a consequence, a matrix with 12 typologies of entrepreneurs was generated according to their behaviour towards digital marketing tools implemented for business. The obtained outcomes show the incremental potential interest of specialists and academia for SME entrepreneurs with intermediate digital knowledge. In this context, they might want to improve their skills to achieve entrepreneurial resilience with self-learning opportunities.