In recent years E-commerce platforms recommend some products for consumers based on their shopping history and user persona. However, sometimes, unfamiliar products or styles would be recommended to consumers unintentionally or intentionally. Curiosity drives consumers to try but this idea would be declined with the consideration of product fit uncertainty. Augmented Reality (AR) is the integration of digital information with the user‘s environment in real-time (Hilken et al. 2018), it can deal with issues related to physical apprehension that hinder consumers’ online shopping (i.e, clothes, cosmetics), especially for the unfamiliar style. This study aims to investigate whether AR technology could improve consumers' purchase likelihood. Augmented Reality (AR) can enhance customer experiences in a multichannel environment (Hilken et al. 2017). AR Integrates online experiences into the offline experience (Hilken et al. 2018), such as virtual try-on or magic mirrors. Customers often find it difficult to imagine how firms’ products and services fit them personally or fit with their environment (Hilken et al. 2018). Drawn on AR, consumers can easily evaluate the fitness between themselves and the selected products. Prior studies have explored the different underlying processes of why AR technology could improve consumer purchase intention and customer experience. For instance, according to the situated cognition theory, AR creates a feeling of spatial presence (Hilken et al. 2017). The usage of AR benefits mental imagery, improving decision comfort (Heller et al. 2019). AR can compensate for consumers’ need for touch and offer hedonic and/or utilitarian benefits (Gatter et al. 2022). Based on media richness theory, AR offers more information for customers (Hoffmann et al. 2022), which represents a fitting concept for customers to evaluate the product (Javornik 2016).

This study were examined whether plasminogen activators (PAs) are produced by porcine fresh or frozen-thawed cumulus-oocytes complexes (COCs) and cumulus cell free-oocytes. In fresh or frozen-thawed COCs and oocytes for 0 hour cultured, no activity of PAs was detected. However, at 24 hours of culture urokinase-type plasminogen activator (uPA) was detected in COCs and denuded oocytes. In the frozen-thawed COCs and cumulus cell free-oocytes cultured for 24 hours, no PAs were observed. After COCs were cultured for 48 hours, tissue-type plasminogen activator (tPA) and tPA-PAI were observed in COCs only. In the frozen-thawed COCs and cumulus cell free-oocytes cultured for 48 hours, no PAs were observed. These results suggest that uPA, tPA and tPA-PAI are produced by porcine COCs, but only uPA by oocytes during maturation for 24 hours. Only tPA, and tPA-PAI are produced by COCs cultured for 48 hours, and no PAs are produced by denuded-oocytes cultured for 48 hours. In all of the frozen-thawed groups, no PAs are observed by COCs and denuded-oocytes.

Insulin-like growth factors (IGFs) are mitogenic peptide hormones that regulate embryonic development, postnatal growth and cellular differentiation in vertebrates IGFs are initially translated as pre-pro-peptides and then proteolytically processed to yield the mature IGFs and E-peptides. Like the C-peptide of pro-insulin, the E-peptides of pro-IGFs are generally believed to possess little or no biological activity other than their potential roles in the biosynthesis of the mature IGFs. Like human IGF-1, previous studies in our laboratory showed that the recombinant trout Ea4-peptide of pro-IGF-1 exhibited a dose-dependent mitegenic activity in cultured BALB/3T3 fibroblasts and other non-oncogenic transformed cells (Tian et al., 1999) We have also shown by in vitro and in vivo studies that Ea4-peptide possessed novel anti-tumor activities (Chen et al., 2002, Kuo and Chen, 2002; Kuo and Chen 2003). Recent results of studies conducted in chorionicallantoic membrane of developing chicken embryos revealed that Ea4-peptide of trout pro-IGF-1 also possesses a dose-dependent antiangiogenic activity. Together these results raised the question whether Ea4-peptide of trout pro-IGF-1 may affect heart and blood vessel development and hematopoiesis in fish embryos. (중략)