Enhancing the Online Shopping Experience: The Impact of Tactility in Augmented Reality
Jingyuan Wang · 2024
Consumers encounter various difficulties when online shopping, such as receiving apparel that does not align with their fabric preference or does not fit as expected.Although online shopping facilitates the rapid finding of desired attire through search functions, it does not afford consumers the same comprehensive understanding of apparel information available in a physical retail setting.Particularly, it lacks the capability for consumers to physically experience the fabric through touch or to ascertain fit through trying on the apparel.This study investigates how tactile feedback can provide enhancement within Augmented Reality (AR) and alleviate the sensory constraints of online shopping, aiming to furnish a more immersive and information-rich consumer experience.The between-subjects experimental design replicated the online shopping experience by AR try-on with the incorporation of tactile sensations using supplementary fabric samples.The study concludes that tactile feedback significantly bolsters the authenticity of product presentations within AR environments, granting consumers a nuanced comprehension of attributes such as texture and fit.These insights were gained from a combination of unstructured interviews, observation, and questionnaires.The findings underscore the innovative application of tactile feedback in AR try-on technology, highlighting its role in bridging the gap between the convenience of online shopping and the rich sensory experience of traditional retail.