How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch

Abstract

PurposeThis paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity, vividness, website quality and consumer responses. In addition, the moderating role of the need for touch (NFT) in the effect of AR on media features is identified.Design/methodology/approachHypotheses are tested using a one-factor between-subjects design for both a student sample (Study 1, N = 120) and a nonstudent sample (Study 2, N = 272). Data are analyzed using a series of analyses of variance, multivariate analyses of covariance and structural equation modeling.FindingsStudy 1 shows that an AR-based product display generates greater website quality, interactivity and vividness than a picture-based product display. Moreover, an AR-based product display improves interactivity and vividness only for high-NFT consumers; however, no significant difference emerged for low-NFT consumers. Study 2 replicates and extends our findings by identifying the specific processes that consumers go through when evaluating a website.Originality/valueThe current research advances the understanding of how product presentation technologies can attract customers with different haptic orientations and provides practical implications for online retailers interested in improving their customers' e-commerce experience.

Investigating the effect of augmented reality packaging on behavioral intentions in traditional Iranian nougat GAZ packaging

“…(2022), Kowalczuk et al . (2021) and Kim et al . (2022), we use interactivity, informativeness, enjoyment and perceived usefulness characteristics for AR packaging.…”

“…Also, Kowalczuk et al (2021) investigated role of interactivity. In addition to Vieira et al (2022), Kowalczuk et al (2021) and Kim et al (2022), we use interactivity, informativeness, enjoyment and perceived usefulness characteristics for AR packaging. Interactivity refers to ability of see products in actual physical environments and rotate them in different aspects (Kowalczuk et al, 2021).…”

“…AR formed by simulating body image and is controlled through design, color and resolution (Huang and Liao, 2015). Kim et al (2022) identified interactivity and vividness as features of AR in website quality. Vieira et al (2022) suggested enjoyment, usefulness and informativeness and ascetics.…”