Look and Feel: The Importance of Sensory Feedback in Virtual Product Experience.
Cheng Luo, Yi Shen, Yang Liu, Zhenhui Jack Jiang · Journal of the Association for Information Systems · 2019
Despite the ubiquity of e-commerce, conveying sensible online shopping experience remains a challenge for online marketers. This study explores how sensory feedback provided by various interaction technologies shapes consumers' online shopping experience. Drawing on the literature on virtual product experience and sensory marketing, we investigate the impacts of different sensory feedback (i.e., visual feedback and haptic feedback) on consumers' product perception (i.e., product tangibility) and virtual product experience (i.e., perceived shopping risk, purchase intention, and shopping satisfaction). Moreover, we take the congruence of different sensory feedback into consideration and examine its moderating impact on the effects of visual feedback and haptic feedback. A laboratory experiment is designed to test our research hypotheses. We also discuss the theoretical contributions and practical implications of this study.