Arbuckle, J. (1995). AMOS: Analysis of moment structures user’s guide. Chicago: Small Waters.

ASEANUP, (2019). Top 10 e-commerce sites in Thailand 2019. Retrieved May 14, 2020 from https://aseanup.com/top-ecommerce-sites-thailand/

Asher, H. (1983). Causal Modeling. Beverly Hills, CA: Sage Publication.

Babin, B.J., William R.D., & Mitch, G. (1994). Work and/or Fun:Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(March), 644–656.

Babin, B.J., & Williams R.D. (1995). Consumer Self-Regulation in a Retail Environment. Journal of Retailing, 71(1), 47–70.

Batra, R., & Olli, T.A. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters, 2(April), 159–170.

Bellenger, D.N., Steinberg, E., & Stanton, W.W. (1976). The congruence of store image and self-image. Journal of Retailing, 52(1), 17-32.

Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen, & J. S. Long (Eds.), Testing structural equation models, (pp. 136-162). Newbury Park, CA: Sage.

Bruner, J. (1990). Acts of Meaning. Cambridge, MA: Harvard University Press,

Byun, S., & Kyung, M.-S. (2020). Effects of the Attributes of Mobile Shopping Apps on Purchase Intention of Fashion Products. The Journal of Industrial Distribution and Business, 11(1), 49–57. https://doi.org/10.13106/JIDB.2020.VOL11.NO1.49

Cha, S.-S., & Seo, B.-K. (2019). The Effect of Brand Trust of Home Meal Replacement on Repurchasing in Online Shopping. The Journal of Business Economics and EnvironmentalStudies, 9(3), 21–26. https://doi.org/10.13106/JBEES.2019.VOL9.NO3.21

Choi, B.-N., & Yang, H.-C. (2018). A Study on Revitalization of Revenue through Difference of Consumer Perception of Characteristics of Mobile Social Commerce. The Journal of Business Economics and Environmental Studies, 8(1), 31–38.https://doi.org/10.13106/EAJBM.2018.VOL8.NO1.31

Commonwealth of Australia, (2018). E-commerce in Thailand: A Guide for Australian Business. Retrieved May 2020, from https://www.austrade.gov.au/ecommerce

Crowley, A.E., Eric, R.S., & Kevin, R.H. (1992). Measuring Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories. Marketing Letters, 3(3), 239–249.

Csikszentmihalyi, M. (1975), Beyond Boredom and Anxiety:Experiencing Flow in Work and Play. Washington: JosseyBass Publishers..

Daft, R.L., & Lengel, R.H. (1986). Organizational information requirements, media richness and structural design. Management Science, 32(5), 554-571.

Day, H.I. (1981). Play, a Ludic behavior. In Day, H.I. (Ed.), Advances in Intrinsic Motivation and Aesthetics (pp. 225-249). New York, NY: Plenum Press,.

Deighton, D., & Grayson, K. (1995). Marketing and seduction:building exchange relationships by managing social consensus. Journal of Consumer Research, 21(4), 660-676.

Escalas, J.E. (1998). Advertising narratives: what are they and how do they work? In Stern, B. (Ed.), Representing Consumers: Voices, Views, and Visions (pp. 267-289). New York, NY: Routledge & Kegan Paul.

Escalas, J.E. (2004a). Narrative processing: building consumer connections to brands. Journal of Consumer Psychology, 14(1/2), 168-179.

Escalas, J.E. (2004b). Imagine yourself in the product: mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37-48.

Fiske, S.T. (1993). Social cognition and social perception. Annual Review of Psychology, 44, 155-194.

Fogg, B.J. (2003). Persuasive Technology: Using Computers to Change What We Think and Do. San Francisco, CA:Kaufmann Publishers.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.

Fottrell, E., & Byass, P. (2008). Population survey sampling methods in a rural African setting: measuring mortality. Population Health Metrics, 6(1), 2.

Gergen, K.J., & Gergen, M. (1988). Narrative and self as relationship. In Berkowitz, L. (Ed.), Advances in Experimental Social Psychology (pp. 17-56). San Diego, CA: Academic Press.

Gibson, J.J. (1979). The Ecological Approach to Visual Perception. Boston, MA: Houghton Mifflin.

Grace, O. (2018). Analyzing online purchase behavior of consumers for beauty products. EcommerceIQ. Retrieved May 2020, from https://ecommerceiq.asia/eiq-beauty-surveythailand/

Green, M.C., & Brock, T.C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701-721.

Grewal, D., Roggeveen, A.L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6.

Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis (6th ed.). Harlow, England:Pearson Education.

He, Y. (2018). A Study on the Impact of Artificial Intelligence Industry on Macroeconomy: Evidence from United States of America. The Journal of Business Economics and Environmental Studies, 8(4), 37–44. https://doi.org/10.13106/EAJBM.2018.VOL8.NO4.37

Hills-Duty, R. (2017). Formex Swiss watches use AR to let customers try before they buy. VR Focus, August 23, Retrieved June 2020, from http://www.vrfocus.com/2017/08/formexswiss-watches-use-ar-to-let- customers-try-before-they-buy/.

Holbrook, M.B. (1994). The nature of customer value: an axiology of services in the consumption experience. In Rust, R.T. and Oliver, R.L. (Eds). Service Quality: New Directions in Theory and Practice (pp. 21-71). Newbury Park, CA: Sage.

Huang, T.L, & Liu, F.H. (2014). Formation of augmented-reality interactive technology‟s persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82-109.

Huizinga, J. (1955). Homo Ludens: A Study of the Play Element in Culture. Boston, MA: The Beacon Press.

Javornik, A. (2016a). It‟s an illusion, but it looks real! Consumer affective, cognitive and behavioral responses to augmented reality applications. Journal of Marketing Management, 32(9-10), 987-1011.

Jeong, S.W., Fiore, A.M., Niehm, L.S., & Lorenz, F.O. (2009). The role of experiential value in online shopping: the impacts of product presentation on consumer responses towards an apparel web site. Internet Research, 19(1), 105-124.

Joreskog, K.G., & Sorbom, D. (2001). LISREL 8: User’s Reference Guide. Lincolnwood, IL: Scientific Software International.

Juntiwasarakij, S. (2020). Virtual-Augmented Reality the Roadmap. Retrieved May 2020, from https://megatechthailand.com/articles-category/manufacturingtrends/

Kim, J., & Forsythe, S. (2008a). Adoption of virtual try-on technology for online apparel shopping. Journal of Interactive Marketing, 22(2), 45-59.

Kim, J., & Forsythe, S. (2008b). Sensory enabling technology acceptance model (SE-TAM): multiple-group structural model comparison. Psychology and Marketing, 25(9), 901-922.

Klein, L.R. (1998). Evaluating the potential of interactive media through a new lens: search versus experience goods. Journal of Business Research, 41(3), 195-203.

Klimmt, C., Roth, C., Vermeulen, I., Vorderer, P., & Roth, F.S. (2012). Forecasting the experience of future entertainment technology: „Interactive Storytelling‟ and media enjoyment. Games and Culture: A Journal of Interactive Media, 7(3), 187-208.

Kline, R.B. (2005). Principles and Practice of Structural Equation Modelling. New York, NY: Guildford.

Lakhwani, M., Dastane, O., Satar, N.S.M., & Johari, Z. (2020). The Impact of Technology Adoption on Organizational Productivity. The Journal of Industrial Distribution and Business, 11(4), 7–18. https://doi.org/10.13106/JIDB.2020.VOL11.NO4.7

Laurel, B. (1991). Computers as Theatre. Reading, MA: AddisonWesley.

Lee, K.M., Park, N., & Jin, S. (2006). Narrative and interactivity in computer games. In Vorderer, P. and Bryant, J. (Eds). Playing Video Games: Motives, Responses, and Consequence (pp. 259-274), Mahwah, NJ: Lawrence Erlbaum Associates.

Lessiter, J., Freeman, J., Keogh, E., & Davidoff, J. (2001). A cross-media presence questionnaire: the ITC-sense of presence inventory. Presence, 10(3), 282-297.

Li, H., Daugherty, T., & Biocca, T. (2001). Characteristics of virtual experience in electronic commerce: a protocol analysis. Journal of Interactive Marketing, 15(3), 13-30.

Li, M., Dong, Z.Y., & Chen, X. (2012). Factors influencing consumption experience of mobile commerce: a study from experiential view. Internet Research, 22(2), 120-141.

Lo, S.K., & Lie, T. (2008). Selection of communication technologies-A perspective based on information richness theory and trust. Technovation, 28(3), 146-153.

Mano, H., & Oliver, R.L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.

Mathwick, C., Malhotra, N. & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 78(1), 51-60.

Meaning of third gender. (n.d.). Lexico.com. Retrieved June 2020, from https://www.lexico.com/definition/third_gender

Montoya-Weiss, M.M., Voss, G.B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448-458.

Nalbant, G., & Boston, B. (2006). Interaction in Virtual Reality. 4th International Symposium of Interactive Medical Design (ISIMD).

Oliver, R. (1999). Value as excellence in the consumption experience. In Holbrook, M. (Ed.). Customer Value, A Framework for Analysis and Research (pp. 43-62). New York, NY: Routledge.

Onwuegbuzie, A.J., & Leech, N.L. (2007). A call for qualitative power analyses. Quality & Quantity, 41(1), 105-21. Doi:10.1007/s11135-005-1098-1.

Park, S.-H. (2019). Design of Algorithm Thinking-Based Software Basic Education for Nonmajors, The Journal of Industrial Distribution and Business, 10(11), 71–80. https://doi.org/10.13106/IJIDB.2019.VOL10.NO11.71

Patma, T.S., Wardana, L.W., Wibowo, A., & Narmaditya, B.S.(2020). The shifting of business activities during the Covid-19pandemic: Does social media marketing matter? Journal of Asian Finance, Economics and Business, 7(12), 283-292.

Pine II, B.J., & Gilmore, J.H. (1998). Welcome To The Experience Economy. Retrieved May 2020, from https://hbr.org/1998/07/welcome-to-the-experience-economy.

Pollach, I. (2008). Media richness in online consumer interactions:an exploratory study of consumer-opinion web sites. Information Resources Management Journal, 21(4), 49-65.

Poncin, I., & Mimoun, M. S. B. (2014). The impact of eatmospherics on physical stores. Journal of Retailing and Consumer Services, 21(5), 851-859. Doi:10.1016/j.jretconser.2014.02.013

Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. The Journal of Asian Finance, Economics, and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951

Rahman, A., Fauzia, R.N., & Pamungkas, S. (2020). Factors Influencing Use of Social Commerce: An Empirical Study from Indonesia. The Journal of Asian Finance, Economics, and Business, 7(12), 711–720. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.711

Schermelleh-Engel, K., & Moosbrugger, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.

Schlosser, A.E. (2003). Experiencing products in a virtual world:the role of goals and imagery in influencing attitudes versus intentions. Journal of Consumer Research, 30(2), 184-198.

Schmitt, B.H. (1999). Experiential Marketing. New York, NY: the Free Press.

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016). Mobile shopper marketing: key issues, current insights, and future research avenues. Journal of Interactive Marketing, 34(May), 37-48.

Shimizu, I. (2005). Multistage sampling, Encyclopedia Biostatistics. Hoboken, NJ: Wiley.

Simon, K., & Sarah, M. (2019). Digital 2019 Spotlight:Ecommerce in Thailand. Datareportal, Retrieved May 2020, from https://datareportal.com/reports/digital-2019-ecommerce-in-thailand.

Skeldon, P. (2018). CASE STUDY on Formex watches shows how AR is changing the way we shop. Retrieved May 2020, from https://internetretailing.net/mobile-theme/mobile-theme/casestudy-formex- watches-shows-how-ar-is-changing-the-waywe-shop-17575.

Slater, M., Usoh, M., & Steed, A. (1994). Depth of Presence in Virtual Environments. Presence, 3, 130-144.

Song, H.K., Baek, E., & Choo, H.J. (2019). Try-on experience with augmented reality comforts your decision. Journal of Information Technology & People, 33(4), 1214-1234.

Soper, D. (n.d.). Free Statistics Calculators. A-priori Sample Size Calculator for Structural Equation Models. Retrieved May 14, 2020 from https://danielsoper.com/statcalc/calculator.aspz?id=89.

Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73–93.

Stratfold, M. (1994). Investigation into the Design of Educational Multimedia: Video, Interactivity and Narrative. Buckinghamshire: PhD thesis Open University.

Tang, A., Biocca, F., & Lim, L. (2004). Comparing differences in presence during social interaction in augmented reality versus virtual reality environments: an exploratory study. Proceedings of PRESENCE 2004, Seventh Annual International Workshop on 107 Presence Valencia, (204-207).

Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International Journal of Medical Education, 1, 53-55.

Tjahjaningsih, E., Ningsih, D.H.U., & Utomo, A.P. (2020). The Effect of Service Quality and Product Diversity on Customer Loyalty: The Role of Customer Satisfaction and Word of Mouth. The Journal of Asian Finance, Economics, and Business, 7(12), 481–490. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.481

Tooby, J., & Cosmides, L. (2001). Does beauty build adapted minds? Toward an evolutionary theory of aesthetics, fiction and the arts. SubStance, 30(1), 6-27.

Unger, L.S., & Kernan, J.B. (1983). On the meaning of leisure: an investigation of some determinants of the subjective experience. Journal of Consumer Research, 9(4), 381-392.

Varadarajan, R., Srinivasan, R., Vadakkepatt, G.G., Yadav, M.S., Pavlou, P.A., Krishnamurthy, S., & Krause, T. (2010). Interactive technologies and retailing strategy: a review, conceptual framework and future research directions. Journal of Interactive Marketing, 24(2), 96-110.

Verhagen, T., Vonkeman, C., Feldberg, F., & Verhagen, P. (2014). Present it like it is here: creating local presence to improve online product experiences. Computers in Human Behavior, 39, 270-280.

Verhoef, P.C., Kannan, P.K., & Inman, J.J. (2015). From multichannel retailing to omni-channel retailing. Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.

Weisberg, J., Te‟eni, D., & Arman, L. (2011). Past purchase and intention to purchase in e-commerce: the mediation of social presence and trust. Internet Research, 21(1), 82-96.

Witmer, B., & Singer, M. (1998). Measuring Presence in Virtual Environments: A Presence Questionnaire. Presence, 7, 225-240. http://dx.doi.org/10.1162/105474698565686.

Yadav, M. S., & Monroe, K. B. (1993). How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle‟s Transaction Value. Journal of Marketing Research, 30(August), 350–358.

Yang, H.-C., Cho, H.-Y., & Lee, W.-D. (2015). Multi-dimensional Emotional Intelligence Effects on Intrinsic/Extrinsic Motivation and Job Satisfaction: Analysis Using Laborer Perceived Organizational Support. The Journal of Business Economics and Environmental Studies, 5(4), 13–18. https://doi.org/10.13106/EAJBM.2015.VOL5.NO4.13

Yaoyuneyong, G., Foster, J., Johnson, E., & Johnson, D. (2016). Augmented reality marketing: consumer preferences and attitudes toward hypermedia print ads. Journal of Interactive Advertising, 16(1), 16-30.

Yim, M.-S. (2020). The Relationships between Product Quality Cues and Perceived Values based on Gender Differences at a Food Select Shop. The Journal of Industrial Distribution and Business, 11(10), 59–73. https://doi.org/10.13106/JIDB.2020.VOL11.NO10.59

Zeithaml, Valarie, A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(July), 2–22.