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Cited by 271Consumer Retail Behavior StudiesAugmented Reality ApplicationsConsumer Behavior and Marketing Influence

Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing

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Heller, Jonas, Chylinski, Mathew, de Ruyter, Ko, Mahr, Dominik, Keeling, Debbie I.·2019·Journal of Retailing
DOI 10.1016/j.jretai.2019.10.008
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  • Relative to static online displays, AR raises product attitudes, purchase intention, and willingness to pay, with gains large enough to register in real sales data.

    “A substantial body of work confirms that, relative to static online displays, AR raises product attitudes, purchase intention, and willingness to pay, and that these gains are large enough to register in real sales data (Heller et al. 2019;Yim et al. 2017).”

    From Seeing Is Believing, Experiencing Is Deciding: How Augmented Reality Attributes Drive Confidence in Choice and Willingness to Pay (2026) · cites this paper as Heller et al. 2019

    The Discussion (page unavailable) reports that sensory touch control significantly increased willingness to pay for a product inspected in multi-sensory AR. But the Empirical Studies section compares touch control with voice control within AR, not AR with static online displays. The cited results do not establish higher product attitudes or purchase intention, or gains observed in real sales data; Study 3 used an incentivised willingness-to-pay measure. (LLM, conf=0.90)

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Cited by

Sorted by citations

Authors
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I.
Affiliations
  • UNSW Sydney (AU)
  • Maastricht University (NL)
  • University of Sussex (GB)
Corresponding author
Heller, Jonas
ORCID
Venue
Journal of Retailing
Publisher
Elsevier BV
Published
2019-12
Volume
95
Issue
4
Pages
219-234
ISSN
0022-4359 (ISSN-L)
DOI
10.1016/j.jretai.2019.10.008
OpenAlex
W2990119673
Cited by
271
References
0
Citations by year
2026: 43 · 2025: 45 · 2024: 49 · 2023: 54 · 2022: 37 · 2021: 32 · 2020: 10 · 2019: 1
FWCI
24.71
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Retailing (publishedVersion)
  • Research Publications (Maastricht University) (submittedVersion, other-oa)
  • Sussex Research Online (University of Sussex) (submittedVersion, cc-by-nc-nd)
  • RePEc: Research Papers in Economics (submittedVersion)
  • Figshare (submittedVersion, cc-by-nc-nd)
  • Research Portal (King's College London) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Physical Sciences › Computer Science › Computer Vision and Pattern Recognition › Augmented Reality Applications
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
online retail, touch control, voice control, willingness to pay, auditory feedback

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