Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing

Jonas Heller*, Mathew Chylinski , Ko de Ruyter, Dominik Mahr, Debbie I. Keeling

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

17 Citeringar (Scopus)

Sammanfattning

Mental intangibility during product evaluation remains one of the greatest drawbacks for online purchasing. However, emerging multi-sensory Augmented Reality (m-AR) applications offer a potential solution for this online retailing problem. Drawing on active inference theory, this article proposes a conceptual framework to assess how sensory control and feedback modalities affect consumer value judgements by reducing mental intangibility. We show how touch control, compared to voice control, positively affects consumers’ willingness-to-pay. The underlying mechanism is a sequential process of reduced mental intangibility and increased feeling of decision comfort. In addition, we highlight a positive moderating effect of congruent auditory feedback on decision comfort. We also demonstrate a novel consumer boundary condition. Consumers high in assessment orientation experience a stronger reduction in mental intangibility. The results are consistently replicated across three experiments implying theoretical and managerial contributions for m-AR in the context of online retailing.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Retailing
Volym95
Utgåva4
Sidor (från-till)219-234
ISSN0022-4359
DOI
StatusPublicerad - 07.12.2019
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

Fingeravtryck Fördjupa i forskningsämnen för ”Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing”. Tillsammans bildar de ett unikt fingeravtryck.

Citera det här