From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses
The results show that AR is easier to use, and users find AR more responsive when buying a hedonic (vs. utilitarian) product, and multisensory technologies lead to higher visual appeal, emotional appeal, and purchase intentions.
Abstract
<jats:title>Abstract</jats:title><jats:p>Online retailers are increasingly using augmented reality (AR) and virtual reality (VR) technologies to solve mental and physical intangibility issues in a product evaluation. Moreover, the technologies are easily available and accessible to consumers via their smartphones. The authors conducted three experiments to examine consumer responses to technology interfaces (AR/VR and mobile apps) for hedonic and utilitarian products. The results show that AR is easier to use (vs. app), and users find AR more responsive when buying a hedonic (vs. utilitarian) product. Touch interface users are likely to have a more satisfying experience and greater recommendation intentions, as compared with AR, for buying utilitarian products. In contrast, a multisensory environment (AR) results in a better user experience for purchasing a hedonic product. Moreover, multisensory technologies lead to higher visual appeal, emotional appeal, and purchase intentions. The research contributes to the literature on computer‐mediated interactions in a multisensory environment and proposes actionable recommendations to online marketers.</jats:p>