Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing
Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing
Jonas Heller,Mathew B. Chylinski,2 Autores,D. Keeling
2019 · DOI: 10.1016/j.jretai.2019.10.008
Journal of Retailing · 171 Citações
TLDR
It is shown how touch control, compared to voice control, positively affects consumers’ willingness-to-pay and the underlying mechanism is a sequential process of reduced mental intangibility and increased feeling of decision comfort.