Perceived telepresence is an essential part of customer experience in virtual environments, however, a lack of focus exists on sensory factors that contribute to constructing an experience of telepresence. Drawing on the theoretical framework of embodied cognition, this study investigates how visual haptic perception of a 360-virtual store relates to telepresence and how individual-level need for touch shapes this effect. Findings suggest that visual haptic perception has a positive effect on telepresence and an autotelic need for touch (hedonic sensory enjoyment) reinforces this effect, while instrumental need for touch (sensory examination of functional product properties) does not moderate the main effect. The study contributes to the literature on embodied cognition and virtual shopping by highlighting the anteceding role of visual haptic perception in generating telepresence. Our findings provide valuable insights for marketers and retailers, highlighting the potential advantages of using 360-virtual stores to enhance customer experiences.


Paper Number 1696; Track Human; Short Paper



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