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How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch

Seeun Kim (Department of Fashion Design, Sungkyunkwan University, Seoul, Republic of Korea)
Hyejune Park (Oklahoma State University Stillwater, Stillwater, Oklahoma, USA)
Mohammad Shahidul Kader (Auburn University, Auburn, Alabama, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 9 December 2022

Issue publication date: 7 November 2023




This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity, vividness, website quality and consumer responses. In addition, the moderating role of the need for touch (NFT) in the effect of AR on media features is identified.


Hypotheses are tested using a one-factor between-subjects design for both a student sample (Study 1, N = 120) and a nonstudent sample (Study 2, N = 272). Data are analyzed using a series of analyses of variance, multivariate analyses of covariance and structural equation modeling.


Study 1 shows that an AR-based product display generates greater website quality, interactivity and vividness than a picture-based product display. Moreover, an AR-based product display improves interactivity and vividness only for high-NFT consumers; however, no significant difference emerged for low-NFT consumers. Study 2 replicates and extends our findings by identifying the specific processes that consumers go through when evaluating a website.


The current research advances the understanding of how product presentation technologies can attract customers with different haptic orientations and provides practical implications for online retailers interested in improving their customers' e-commerce experience.



Funding: This research project was funded by Research Project Grants in Humanities-, Arts- and Design-based Disciplines at Oklahoma State University.

Data availability: The data that support the findings of this study are available from the corresponding author, Seeun Kim, upon reasonable request.


Kim, S., Park, H. and Kader, M.S. (2023), "How augmented reality can improve e-commerce website quality through interactivity and vividness: the moderating role of need for touch", Journal of Fashion Marketing and Management, Vol. 27 No. 5, pp. 760-783.



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