The Impact of Virtual Shopping Presentation Modes on Consumer Satisfaction and Purchase Intention

Abstract

Amidst the swift evolution of technology, notably the ascendancy of virtual reality (VR) and augmented reality (AR), consumers’ shopping paradigms are gradually veering from traditional to virtual realms. This study endeavors to meticulously juxtapose the perceptual disparities of products of distinct scales under diverse presentation modes, while delving into their ramifications on consumer satisfaction and purchase intent. This research has curated three distinct products—wristwatches, hairdryers, and chairs—of varying scales, presented through physical, AR, and VR modalities. Through surveys, participants’ sentiments and cognitions regarding disparate presentation methods are meticulously collected. The findings unveil that VR exerts a pronounced influence on satisfaction and purchase intent, especially concerning substantial-sized products, whereas AR necessitates attention to the interactivity of such sizable items. Caution is advised when employing AR as a presentation mode for diminutive products to mitigate adverse effects on purchase intent. Future research could delve deeper into the impact of emotional factors in virtual shopping environments on consumers’ perceptions of product information. Additionally, understanding consumers’ expectations and demands for products of diverse sizes could further enhance the quality of the virtual shopping experience.