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

Abstract

Purpose

This 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/approach

Hypotheses 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.

Findings

Study 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/value

The 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.

Citation

Kim, S., Park, H. and Kader, M.S. (2023), "How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch", Journal of Fashion Marketing and Management, Vol. 27 No. 5, pp. 760-783. https://doi.org/10.1108/JFMM-01-2022-0001