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Well-designed and informative product presentations can support consumers in making purchase decisions. There are plenty of facts and details about a product of interest. However, also emotions are an important aspect for the purchase decision. The unique visualization opportunities of virtual reality (VR) can give users of VR applications the feeling of being there (telepresence). The applications can intensely engage them in a flow experience, comprising the four dimensions of enjoyment, curiosity, focused attention and control. In this work, we claim that VR product presentations can create subjective product experiences for consumers and motivate them to reuse this innovative type of product presentation in the future, by immersing them in a virtual world and causing them to interact with it. To verify the conceptual model a study was conducted with 551 participants who explored a VR hotel application. The results indicate that VR product presentations evoke positive emotions among consumers. The virtual experience made potential customers focus their attention on the virtual world and aroused their curiosity about getting more information about the product in an enjoyable way. In contrast to the theoretical assumption, control did not influence the users’ behavioral intentions to reuse VR product presentation. We conclude that VR product presentations create a feeling of telepresence, which leads to a flow experience that contributes to the behavioral intention of users to reuse VR product presentations in the future.
When shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, we assume that when viewing a product in AR, not only affective internal states but also cognitive perception processes have an impact on purchase decision and Word-of-mouth intention. While positive affective reactions have already been studied in the context of AR, this paper will also describe inner cognitive perception processes, using the construct of AR authenticity. To test these assumptions, a study was conducted with 155 participants. The results show that both the purchase intention and the Word-of-mouth intention are influenced by the constructs of positive affective reactions and AR authenticity.