我感觉到了,我就买了:部署基于 AR 的产品展示,在在线零售中产生令人满意的触觉体验

IF 10.5 1区 管理学 Q1 BUSINESS
Min Zhang , Yiwei Li , Yuxuan Sun , Lin Sun
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引用次数: 0

摘要

电子商务环境的感官化提出了一个引人注目的策略,以减轻网上购物缺乏触觉体验。本研究以跨模态心理意象理论为基础,探讨线上产品展示如何产生令人满意的触觉体验,并推动消费者的良好反应。研究结果表明,基于增强现实(AR)的产品演示在引发虚拟触摸方面通常优于触觉启动陈述。然而,在产品界面纹理失调的情况下,这种优势会减弱,在这种情况下,AR和触觉启动会产生相当的效果。此外,虚拟触摸增强了消费者的决策舒适度,增强了购买意愿,并形成了网上购物体验的美好记忆。此外,对于非接触式服务意识较高的消费者而言,虚拟触摸对购买意愿和记忆的正向影响减弱。本研究推进了基于ar的产品展示、跨模式心理意象和感官营销的研究,同时为在线零售商在技术介导的购物环境中加强产品展示和营销传播提供了实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
I feel it, I buy it: Deploy AR-based product presentation to generate satisfying tactile experiences in online retail
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.
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来源期刊
CiteScore
20.30
自引率
10.60%
发文量
956
期刊介绍: The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
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