Creating e-shopping multisensory flow experience through augmented-reality interactive technology

Purpose - Drawing on virtual liminoid theory, the purpose of this paper is to examine factors that induce a multisensory flow experience in an e-shopping context through the use of augmented-reality interactive technology (ARIT). Design/methodology/approach - To validate the research framework, a task-based laboratory study was performed. Participants were recruited through a snowball e-mail method and requested to freely and independently use ARIT for clothes fitting in the laboratory, after which they completed a questionnaire; 336 valid responses were received. Findings - Empirical results revealed that three decorating psychological states (sense of body ownership, sense of ownership control, and self-explorative engagement) directly induced a multisensory flow experience. Furthermore, two multisensory factors (sense of self- location and haptic imagery) mediated the multisensory flow experience through these three decorating psychological states. Practical implications - Consumers not only rely on generating self- display for optimal fitting in virtual avatar decoration in an e-shopping context but also concentrate more on expression and control of self- body. As consumers' decorating psychological states require an ideal form of self-expression, a high degree of autonomy in exploring self-decoration options will create more value for consumers. Considering that expressing and controlling the self-body in addition to self-explorative engagement in virtual avatar decoration will trigger the flow experience in an e-shopping context, increasing the use of multisensory ARIT to trigger decorating psychological states in e-shopping contexts is highly recommended. Originality/value - In this study, a relationship was constructed among virtual liminoid theory, flow theory, and multisensory technology, and an integrated conceptual framework was developed for the relationship between decorating psychological states and multisensory flow experience.