Creating e-shopping multisensory flow experience through augmented-reality interactive technology

Abstract

Purpose Drawing on virtual liminoid theory, the purpose of this paper is to examine factors that induce a multisensory flow experience in an e-shopping context through the use of augmented-reality interactive technology (ARIT). Design/methodology/approach To validate the research framework, a task-based laboratory study was performed. Participants were recruited through a snowball e-mail method and requested to freely and independently use ARIT for clothes fitting in the laboratory, after which they completed a questionnaire; 336 valid responses were received. Findings Empirical results revealed that three decorating psychological states (sense of body ownership, sense of ownership control, and self-explorative engagement) directly induced a multisensory flow experience. Furthermore, two multisensory factors (sense of self-location and haptic imagery) mediated the multisensory flow experience through these three decorating psychological states. Practical implications Consumers not only rely on generating self-display for optimal fitting in virtual avatar decoration in an e-shopping context but also concentrate more on expression and control of self-body. As consumers’ decorating psychological states require an ideal form of self-expression, a high degree of autonomy in exploring self-decoration options will create more value for consumers. Considering that expressing and controlling the self-body in addition to self-explorative engagement in virtual avatar decoration will trigger the flow experience in an e-shopping context, increasing the use of multisensory ARIT to trigger decorating psychological states in e-shopping contexts is highly recommended. Originality/value In this study, a relationship was constructed among virtual liminoid theory, flow theory, and multisensory technology, and an integrated conceptual framework was developed for the relationship between decorating psychological states and multisensory flow experience.

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“…A review of the literature also shows that the interconnection among the three components of the PAT model (person, artefact and task) can influence flow. For example, research has supported that immediate feedback on the progress of a task from the artefact system to the consumer explains how the linkage among the person, artefact and the task can lead to flow experience (Huang & Liao, 2017; Luna et al., 2002; Ozkara et al., 2017). Review reveals that the interconnection among the three factors of PAT has received the least attention from researchers.…”

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“…Research indeed showed that increasing enjoyment while shopping online consequently enhances brand attitude and purchase intention (Javornik, 2016;Li and Meshkova, 2013;Pantano et al, 2017;Yim et al, 2017). At the same time, enjoyment while shopping online is characterized by feeling immersed and involved, which makes consumers less critical towards the content and more likely to be persuaded (Huang and Liao, 2017;Javornik, 2016;Yim et al, 2017). This can also translate into a higher willingness to disclose personal data.…”

Continuance Intention of Augmented Reality Textbooks in Basic Design Course

“…Augmented Reality (AR) is one of the most promising emerging technologies and has found its way into the research field of education, entertainment, games, daily life, and marketing, etc. [1][2][3][4]. Today, AR technology has gradually matured and become a research hotspot and trend in the field of education [5,6].…”