Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 17 April 2023
Issue publication date: 7 March 2024
Abstract
Purpose
The purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1) visual information: static product images and augmented reality (AR) and (2) verbal information: abstract and concrete product reviews.
Design/methodology/approach
A total of 320 mobile consumers participated in the experiment. To increase external validity, this study was conducted in an existing digital shopping environment.
Findings
The results suggest that AR has a greater effect on consumers' shopping outcomes than static images. The findings further reveal that concrete product reviews are important in increasing mental imagery, perceived informativeness and purchase intention when visual information does not provide an AR function.
Originality/value
This study contributes to the current literature by providing empirical support for AR effects and concrete reviews on consumer responses. The results further provide an important perspective for retailers seeking ways to develop effective information presentations in digital retailing.
Keywords
Acknowledgements
Funding:The work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2016S1A5A2A03927809).
Citation
Yoo, J., Kim, J.-H., Kim, M. and Park, M. (2024), "Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review", Journal of Research in Interactive Marketing, Vol. 18 No. 2, pp. 182-197. https://doi.org/10.1108/JRIM-08-2022-0253
Publisher
:Emerald Publishing Limited
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