Al Maassarani, M, Ghandour, R and Haj Youssef, M The Haptic Experience and its Impact on Purchase Decision in the Retail Context: A Comparative Study Between Augmented Reality and In-Store Haptic Experience. In: British Academy of Management 2024 Conference Proceedings . (British Academy of Management (BAM), 2nd Sept - 6th Sept 2024, Nottingham, United Kingdom). (Accepted)

Preview

Text The Haptic Experience BAM Development Paper.pdf - Accepted Version Download (195kB) | Preview

Abstract

The study aims to examine and evaluate the haptic experience of augmented reality (AR) and in-store shopping and its influence on purchase decisions. The objectives are divided into defining haptic experience, to determine whether AR haptic experience delivers a better impact on purchase decisions in the retail sector and to determine whether in-store haptic experience delivers a better impact on purchase decisions in the retail sector. Furthermore, to find whether consumers behaviour after the Covid-19 pandemic have changed the preference of the purchase channel towards experience the haptic sensory. The study will follow the positivist research philosophy to collect primary data from retail consumers across the UK. This development paper aims to contribute towards the retailing customer experience literature and to the customer behaviour with respect to new innovative technologies.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce
Divisions:	Liverpool Business School
SWORD Depositor:	A Symplectic
Date Deposited:	08 Oct 2024 13:53
Last Modified:	08 Oct 2024 13:53
URI:	https://researchonline.ljmu.ac.uk/id/eprint/24438

View Item