Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


AR/VR Application in Online Retailing: A Meta-Analysis of the Influence of AR/VR Attributes on Consumer Purchase Stages
(A2024-118197)

Published: May 28, 2024

AUTHORS

MINGHAO LI, University of Nottingham Ningbo China; Ruolan Chen, University of Nottingham Ningbo China; Ruizhi Yuan, University of Nottingham Ningbo China; Bo Huang, University of Nottingham Ningbo China

ABSTRACT

Given their prevalence and capacity in creating transcended shopping experiences for consumers, researchers have investigated how the AR/VR technologies influence individuals’ purchase decision-making process. Following this stream of research, we offer a timely meta-analysis of the influence of AR/VR attributes (i.e., vividness, presence, immersion, and interactivity) on a number of key outcomes within the three stages of consumer purchase stages (i.e., pre-purchase, purchase, and post-purchase). Analyzing 439 effect sizes from 58 samples across 52 papers, involving 116,266 participants, it finds these attributes to be key determinants of consumer responses at each purchase stage. The study identifies hedonic and utilitarian value perceptions, along with technostress, as mediating mechanisms. It also explores technology-related (like mobile device use, customization) and product-related (such as product size, brand fame) moderators, offering insights for designing effective AR/VR technologies in online retail and guiding product strategy. This research is pertinent for both Information Systems researchers and practitioners.