Original paper
Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing
Abstract
Mental intangibility during product evaluation remains one of the greatest drawbacks for online purchasing. However, emerging multi-sensory Augmented Reality (m-AR) applications offer a potential solution for this online retailing problem. Drawing on active inference theory, this article proposes a conceptual framework to assess how sensory control and feedback modalities affect consumer value judgements by reducing mental intangibility. We show...
Paper Details
Title
Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing
Published Date
Dec 1, 2019
Journal
Volume
95
Issue
4
Pages
219 - 234
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Notes
History