The Effect of Augmented Reality On Attitudes Through Haptic Imagery Of Retail Application
Rosa Rilantiana (a,c*), Sri Hartini (a), Sri Gunawan (a), Roostikasari Nugraheni (b), Aditya N. Wardhana (c)

(a) Management Department, Airlangga University
Jl. Airlangga 4-6 Surabaya, East Java, Indonesia
* rosa.rilantiana-2020[at]feb.unair.ac.id- rosa.rilantiana[at]uisi.ac.id
(b) Visual Communication Design Department, Universitas Internasional Semen Indonesia
jl. Veteran, Gresik, East Java, Indonesia
(c) Management Department, Universitas Internasional Semen Indonesia

Abstract

Technology development, the internet and growth of smartphone users, are increasing online shopping. The main difference between online shopping and shopping in physical retail is whether consumers can physically see or touch the product. However, the need to see or touch the product directly affects consumer psychology and product evaluation. Therefore, retailers are adding a visual approach with augmented reality (AR) technology in order to overcome the limitations of online retail. Augmented reality uses visualization media that captures the appearance of the real environment using a digital camera, and integrates it into virtual. This research uses a quantitative approach to find out whether product presentation (presence) with augmented reality allows sensory influences to influence attitudes and consumer shopping responses by influencing the feeling as if touching (vicarious touch) the product. In the end, the insights of this research can be a consideration for retailers in influencing consumers online.

Keywords: augmented reality, vicarious touch, presence, haptic imagery, attitude

Topic: Business and Economic