How close do we feel to virtual product to make a purchase decision? Impact of perceived proximity to virtual product and temporal purchase intention

This study, utilizing construal level theory, aims to understand the underlying effect of perceived proximity to a virtual product on perceived purchase intention in the near future through perceived measurement feedback and perceived generality. This research examines a lab experiment to test six hypotheses. Results indicate that perceived proximity to virtual products enhances perceived measurement feedback and, thereby, perceived generality. In addition, perceived generality fully mediates the effect of perceived measurement feedback on perceived purchase intention in the near future when consumers interact with non-augmented reality applications. In contrast, perceived measurement feedback directly influences perceived purchase intention in the near future in AR applications. Furthermore, the absence of product in consumers’ consideration set dilutes the effect of perceived generality on perceived purchase intention in the near future when consumers interact with non-augmented reality application. This study suggests several managerial implications for AR developers and online retail managers.