I feel it, I buy it: Deploy AR-based product presentation to generate satisfying tactile experiences in online retail

Abstract

The sensorialization of e-commerce environments presents a compelling strategy to mitigate the lack of tactile experiences in online shopping. Grounded in cross-modal mental imagery theory, this study investigates how online product presentation can generate satisfying tactile experiences and drive favorable consumer responses. The findings indicate that augmented reality (AR)-based product presentations generally surpass tactile priming statements in eliciting virtual touch. However, this advantage diminishes in the presence of product-interface textural dissonance, where AR and tactile priming yield comparable effects. Besides, virtual touch enhances consumers’ decision comfort, strengthens purchase intention, and fosters fond memories of online shopping experiences. Moreover, for consumers with heightened contactless service consciousness, the positive effects of virtual touch on purchase intention and memory are attenuated. This study advances research on AR-based product presentation, cross-modal mental imagery, and sensory marketing, while offering practical implications for online retailers to enhance product presentation and marketing communications within technology-mediated shopping environments.