Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review

Abstract

Purpose: The purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1) visual information: static product images and augmented reality (AR) and (2) verbal information: abstract and concrete product reviews. Design/methodology/approach: A total of 320 mobile consumers participated in the experiment. To increase external validity, this study was conducted in an existing digital shopping environment. Findings: The results suggest that AR has a greater effect on consumers' shopping outcomes than static images. The findings further reveal that concrete product reviews are important in increasing mental imagery, perceived informativeness and purchase intention when visual information does not provide an AR function. Originality/value: This study contributes to the current literature by providing empirical support for AR effects and concrete reviews on consumer responses. The results further provide an important perspective for retailers seeking ways to develop effective information presentations in digital retailing. © 2023, Emerald Publishing Limited.