Paper Number
ICIS2026-1988
Paper Type
Short
Abstract
VR shopping has the potential to bridge online and physical retail by enabling embodied product interaction while introducing augmented sensory cues that extend beyond physical reality. Existing research has focused mainly on visual and auditory stimuli, while direct hand-based haptic product interaction and augmented cues uniquely enabled by VR remain underexplored. Consequently, it remains unclear how these designs shape consumer perceived value and subsequent responses, and whether VR shopping should approximate physical shopping or integrate augmented sensory interaction. We conducted a 2 × 2 between-subjects laboratory experiment with 191 participants, manipulating haptic and augmented visual feedback in VR, with a matched physical condition as a control. Preliminary descriptive results show that the physical condition generally received the most favorable evaluations. Within VR, the augmented visual-only condition showed the highest means for attractiveness, entertainment, escapism, enjoyment, and evaluation value, while non-haptic conditions tended to receive more favorable evaluations than haptic conditions.
Recommended Citation
Yang, Xinyi; Gupta, Shivang; Väkiparta, Niko; Hamari, Juho; Li, Zhenxing; and Xi, Nannan, "Multisensory Experiences in VR Shopping: How Haptic and Visual Cues Shape Consumer Responses" (2026). ICIS 2026 Proceedings. 9.
https://aisel.aisnet.org/icis2026/hti/hti/9
Multisensory Experiences in VR Shopping: How Haptic and Visual Cues Shape Consumer Responses
VR shopping has the potential to bridge online and physical retail by enabling embodied product interaction while introducing augmented sensory cues that extend beyond physical reality. Existing research has focused mainly on visual and auditory stimuli, while direct hand-based haptic product interaction and augmented cues uniquely enabled by VR remain underexplored. Consequently, it remains unclear how these designs shape consumer perceived value and subsequent responses, and whether VR shopping should approximate physical shopping or integrate augmented sensory interaction. We conducted a 2 × 2 between-subjects laboratory experiment with 191 participants, manipulating haptic and augmented visual feedback in VR, with a matched physical condition as a control. Preliminary descriptive results show that the physical condition generally received the most favorable evaluations. Within VR, the augmented visual-only condition showed the highest means for attractiveness, entertainment, escapism, enjoyment, and evaluation value, while non-haptic conditions tended to receive more favorable evaluations than haptic conditions.
Comments
13_Human_technology_interaction