Digital modality richness drives vivid memory experience
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 26 May 2023
Issue publication date: 11 November 2023
Abstract
Purpose
The purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent) and exploratory behavior. To clarify which modality richness online retailers use is more appropriate to create a virtual reality simulation experience to fill a significant gap in the sensory interactive marketing paradigm.
Design/methodology/approach
A task-based laboratory study was conducted to provide users with private try-on space. A total of 429 valid questionnaires were collected, and partial least squares path modeling was adopted to test hypotheses.
Findings
The results indicate that various levels of modality richness (text-visual, audiovisual and ARIT) positively affect vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent), and vivid memories successfully induce exploratory behavior.
Practical implications
The study results could also help retailers and brands with clear guidance in designing and creating simulation experience services and choosing the best way to present products. With the results of this research, retailers will also be able to grasp better the critical points of introducing innovative technology into the service experience and then create the benefits of digital economic growth.
Originality/value
Exploring which digital interactive technology online retailers use is more appropriate to create a virtual reality shopping experience to fill a significant gap in the sensory interactive marketing paradigm. Exploring the antecedents of vivid memories in a digital sensory interactive experience contributes to the body schema literature and the script theory. We draw from construal level theory (CLT) to clarify the impact of various levels of modality richness on driving the difference in sensory simulation schema to break through the limited findings of previous studies, namely using CLT to interpret psychological distance.
Keywords
Acknowledgements
Funding: The authors would like to thank the Ministry of Science and Technology of the Republic of China, Taiwan, for financially supporting this research under Contract No. MOST 110-2410-H-153-034-MY2.
Citation
Huang, T.-L., Chung, H.F.L. and Chen, X. (2023), "Digital modality richness drives vivid memory experience", Journal of Research in Interactive Marketing, Vol. 17 No. 6, pp. 921-939. https://doi.org/10.1108/JRIM-10-2022-0334
Publisher
:Emerald Publishing Limited
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