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dc.contributor.authorMishra, A.
dc.contributor.authorShukla, A.
dc.contributor.authorRana, Nripendra P.
dc.contributor.authorDwivedi, Y.K.
dc.date.accessioned2020-11-13T23:55:16Z
dc.date.accessioned2020-11-17T16:20:42Z
dc.date.available2020-11-13T23:55:16Z
dc.date.available2020-11-17T16:20:42Z
dc.date.issued2020
dc.identifier.citationMishra A, Shukla A, Rana NP et al (2020) From ‘touch’ to a ‘multisensory’ experience: The impact of technology interface and product type on consumer responses. Psychology and Marketing. Accepted for Publication.en_US
dc.identifier.urihttp://hdl.handle.net/10454/18169
dc.descriptionYesen_US
dc.description.abstractOnline 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 to 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.en_US
dc.language.isoenen_US
dc.rights© 2020 Wiley This is the peer reviewed version of the following article: [FULL CITE], which has been published in final form at [Link to final article using the DOI]. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.en_US
dc.subjectMultisensory technologiesen_US
dc.subjectAugmented reality (AR)en_US
dc.subjectVirtual reality (VR)en_US
dc.subjectMobile appsen_US
dc.subjectHaptic interfaceen_US
dc.subjectEmotional appealen_US
dc.subjectVisual appealen_US
dc.titleFrom ‘touch’ to a ‘multisensory’ experience: The impact of technology interface and product type on consumer responsesen_US
dc.status.refereedYesen_US
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo - 24 months after publication.en_US
dc.date.updated2020-11-13T23:55:31Z
refterms.dateFOA2020-11-17T16:21:19Z


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