From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses

Mishra, Anubhav; Shukla, Anuja; Rana, Nripendra P.; Dwivedi, Yogesh K.

doi:10.1002/mar.21436

Cited by 111 publications

(111 citation statements)

References 38 publications

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“…Rather than suggesting a uniform suitability for achieving diverse marketing objectives, we advance the more nuanced conceptualization that AR is better suited for improving purchase intentions (Study 1) and VR for brand attitudes (Study 2). This perspective also helps reconcile some equivocal findings related to VR's impact on purchase intentions (Deng et al, 2019; Mishra et al, 2021) and AR's influence on attitudes towards the overall experience or brand (Javornik, 2016; Mishra et al, 2021; Rauschnabel et al, 2019).…”

Section: General Discussion and Theoretical Implicationsmentioning

confidence: 68%

“…First, previous studies have mainly compared AR or VR, individually, against conventional media (Bogicevic et al, 2019; Mishra et al, 2021; Pleyers & Poncin, 2020; Poushneh & Vasquez‐Parraga, 2017). While we replicate the baseline AR/VR superiority over these media, we extend the literature by offering a first direct comparison of AR and VR.…”

Section: General Discussion and Theoretical Implicationsmentioning

confidence: 99%

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How to strategically choose or combine augmented and virtual reality for improved online experiential retailing

Hilken

Chylinski

Keeling

et al. 2021

Psychology and Marketing

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Despite the promise of augmented reality (AR) and virtual reality (VR) to help experiential retailers align online and offline experiences, guidance on choosing or combining these technologies is lacking. In three experiments, we address this research gap by investigating the individual and combined impact of AR and VR on key marketing objectives. First, we establish that AR is more effective in stimulating purchase intentions than VR, due to its ability to support customers in fluent product‐focused mental imagery. Second, we demonstrate that VR is better suited for improving brand attitudes than AR, as it helps customers to form fluent context‐focused mental imagery. Third, we show that AR and VR, in combination, can improve both purchase intentions and brand attitudes, but only when the order of deployment is sequenced as AR then VR. This is due to greater alignment with the customer's online‐to‐offline journey in experiential retail. When deployed the other way around, we observe a detrimental impact on purchase intentions and a potential harmful impact on brand attitudes. Our research offers a nuanced theoretical perspective of AR and VR in marketing and provides experiential retailers with evidence‐based guidelines for leveraging AR and VR within their online retailing strategy.

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Section: General Discussion and Theoretical Implicationsmentioning

confidence: 68%

Section: General Discussion and Theoretical Implicationsmentioning

confidence: 99%

How to strategically choose or combine augmented and virtual reality for improved online experiential retailing

Hilken

Chylinski

Keeling

et al. 2021

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Prior studies have demonstrated that AR increases consumers' satisfaction [9,10], intention to buy [11,12], intention to visit the store [13][14][15] and reuse the APP [16,17]. The influence of AR on consumer response is mediated by affective factors and cognitive factors.…”

Section: Introductionmentioning

confidence: 99%

Mechanism Linking AR-Based Presentation Mode and Consumers’ Responses: A Moderated Serial Mediation Model

Han

Wang

et al. 2021

JTAER

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The technological development of online product presentation modes (e.g., augmented reality, virtual reality) will greatly impact the future of e-retailing. The potential benefits of applying these new technologies for e-retailers need further investigation. Based upon the stimulus-organism-response (S–O-R) model, this study examines the effect of AR-based presentation modes on consumer patronage intention, with the mediating role of immersion, enjoyment, perceived product risk and attractiveness of the online store. Furthermore, it explores the moderating effect of technophilia that reflects consumers’ positive attitude towards technology. A single factor between-subject experiment study was conducted with a sample of 420 university students. Results suggest that the serial indirect effects of AR presentation on patronage intention through immersion/enjoyment/perceived product risk and attractiveness of online store are conditional upon the level of technophilia. Technophilia is a critical factor that explains consumers’ psychological and behavioral responses when they are using new technologies. The study provides new knowledge for e-marketing practitioners, as well as AR literature by indicating how and when new technology-based presentation works in evoking consumers’ patronage intention.

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“…One of the challenges that marketers must overcome when delivering services through mobile apps is making the technology easy to use (Mishra et al, 2021). The perceived ease of use is defined as “the degree to which a person believes that using a particular system would be free of effort” (Davis, 1989, p. 320).…”

Section: Research Hypothesesmentioning

confidence: 99%

Examining consumers' continuous usage of multichannel retailers' mobile applications

2021

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This paper examines the variables influencing a consumer's satisfaction and continuous use of a multichannel retailer's mobile application. Drawing upon the Expectation Confirmation Model for Information Technologies, post‐adoption literature, and consumer behavior literature, we assess pertinent factors on the continuous usage of multichannel retailers' mobile apps. Through a sample of 1009 consumers who retained a retailer's mobile app for more than 6 months and conducting Structural Equation Modelling, the findings illustrate that utilitarian variables (perceived usefulness, ease of use, and personalization), hedonic variables (perceived enjoyment), and a brand‐related variable (consumer loyalty intention toward the retailer's brand), play a significant role in influencing continuous usage of multichannel retailers' mobile apps. In contrast to e‐commerce research, the study outlines that escapism plays a negative role in both consumer satisfaction and intention to continue to use a multichannel retailer's mobile app. Previous research points to the fact that consumers' retention of retailers' apps is low. This paper contributes to the emerging literature on consumers' continuous use of retailers' mobile apps through enhancing our understanding of technology and non‐technology‐related variables.

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From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses

Cited by 111 publications

References 38 publications

How to strategically choose or combine augmented and virtual reality for improved online experiential retailing

How to strategically choose or combine augmented and virtual reality for improved online experiential retailing

Mechanism Linking AR-Based Presentation Mode and Consumers’ Responses: A Moderated Serial Mediation Model

Examining consumers' continuous usage of multichannel retailers' mobile applications

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