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To achieve sustainable development of e-commerce and promote customers’ online shopping conduct, companies develop online shopping platforms to enhance customers’ online shopping behavior. The growing significance of technology in advertising has sparked intense interest in the worlds of education and business to create enjoyable experiences for online clients. Analyzing flow-related states is crucial for generating these experiences. Based on a combined theoretical framework comprising the antecedents of flow, the expectation confirmation model, and the technology acceptance model, this research examines how flow experiences influence the willingness to participate in online purchasing through online shopping platforms, with a focus on Chinese internet users of online shopping platforms. Three hundred internet clients were selected using the convenience sampling technique, and a survey methodology was employed to collect information from internet consumers. Findings from this study suggest that flow had a significant effect on continuous intention, perceived usefulness, and satisfaction. Furthermore, concerning flow’s antecedents, flow was significantly influenced by feedback, perceived enjoyment, and perceived vividness. Moreover, perceived usefulness and perceived ease of use were found to have substantial relationships with satisfaction and continuous intention. This research provides significant implications for research scholars and practitioners. Plain language summary This research explores how online shopping platforms can improve the online shopping experience for Chinese internet users. The study focuses on the concept of “flow,” which refers to a state of complete immersion and enjoyment during an activity. The study involved 300 Chinese internet users, and data was collected through a survey. The findings indicate that the flow experience significantly affects users’ intentions to continue shopping online, their perception of usefulness, and their overall satisfaction. In terms of what influences the flow of experience, feedback, enjoyment, and vividness were identified as significant factors. These insights are valuable for both researchers and practitioners in the field of e-commerce, shedding light on the factors that contribute to a positive online shopping experience and suggesting ways to enhance user satisfaction and engagement in the rapidly growing Chinese online market.

Previous research demonstrated effects of visual imagery on search speed in visual search paradigms. However, these effects were rather small, questioning their ecological validity. Thus, our present study aimed to generalize these effects to more naturalistic material (i.e., a paradigm that allows for top-down strategies in highly complex visual search displays that include overlapping stimuli while simultaneously avoiding possibly confounding search instructions). One hundred and four participants with aphantasia (= absence of voluntary mental imagery) and 104 gender and age-matched controls were asked to find hidden objects in several hidden object pictures with search times recorded. Results showed that people with aphantasia were significantly slower than controls, even when controlling for age and general processing speed. Thus, effects of visual imagery might be strong enough to influence the perception of our real-life surroundings, probably because of the involvement of visual imagery in several top-down strategies.

Gender effects remain poorly understood in the E-commerce setting. Using the selectivity model, this research further investigates gender differences in consumer Web-based purchase decisions. Specifically, gender differences in the effects of interactivity, vividness, diagnosticity, and perceived risk on subsequent consumer attitude and online purchase intentions are investigated and explained. An empirical survey-based research study in the e-commerce context found that gender differences exist in the relative influence of each antecedent. Specifically, interactivity and perceived risk influenced attitude formation more for males than females, while vividness and diagnosticity influenced attitude formation more for females than males. In addition, attitude toward online product presentation influenced purchase intention more strongly for males than females. For e-Commerce web-site designers and brand managers, our results highlight the importance of being gender aware when developing their web presence. While some sites may benefit from a gender-neutral design, others may benefit from a design based on results reported here.

PurposeA current technological trend, which has gained even more traction recently due to the COVID-19 pandemic, is the use of augmented reality (AR) in shopping environments. AR is addressing contemporary challenges rooted in online shopping (e.g. in terms of experientiality and try-on) and is fundamentally reshaping consumers' experiences. The purpose of this study is to provide a synthesized and structured overview of the state-of-the-art research focused on AR shopping.Design/methodology/approachThe authors conduct a systematic literature review of the empirical academic corpus focused on shopping via AR technology.FindingsThe review reveals the diverse psychological (cognitive, affective, and social) as well as behavioral outcomes related to the use of AR in the shopping context. The authors integrate the results into a framework for AR induced consumer behavior in shopping, thereby providing an important overview of the dynamics in AR-related shopping and the factors influencing the adoption of the technology by consumers. Specifically, the authors encountered that the technological abilities of AR (e.g. in terms of interactivity, vividness, informativeness, etc.) are a source for enhanced utilitarian and hedonic shopping experiences that can support intentions to purchase a product, reuse an AR app, or recommend it to others. Importantly, our review reveals the demand for several avenues for future research.Originality/valueThe authors provide an overview and synthesis of how and where AR is employed in shopping contexts, what theories and technological characteristics of AR are commonly analyzed, and what psychological and behavioral outcomes AR has been found to evoke. Based on our findings, the authors derive a framework that illustrates the dynamics in AR shopping and give an in-depth discourse on 13 future research agenda points related to thematic, theoretical, methodological, and technological matters.

As more and more instances of corporate hypocrisy become public, consumers have developed an inherent general skepticism towards firms' corporate social responsibility (CSR) claims. As CSR skepticism bears heavily on consumers' attitudes and behavior, this paper draws from Construal Level Theory to identify how it can be pre-emptively abated. We posit that this general skepticism towards CSR leads people to adopt a low-level construal mindset when processing CSR information. Across four studies, we show that matching this low-level mindset with concrete CSR messaging works to effectively mitigate the negative effects of inherent CSR skepticism on consumers' attitudes, purchase intentions, and word of mouth. The resulting construal-mindset congruency strengthens the favorability of consumer responses through increased positive elaboration and perceptions of CSR message credibility. Furthermore, this congruency effect is shown to persist over time in skeptical domains but to dissipate in less skeptical domains.

This paper argues for a novel way of thinking about hallucinations as intensified forms of mind-wandering. Starting from the observation that hallucinations are associated with hyperactive sensory areas underlying the content of hallucinatory experiences and a confusion with regard to the reality of the source of these experiences, the paper first reviews the different factors that might contribute to the impairment of reality monitoring. The paper then focuses on the sensory characteristics determining the vividness of an experience, reviews their relationship to the sensory hyperactivity observed in hallucinations, and investigates under what circumstances they can drive reality judgements. Finally, based on these considerations, the paper presents its main proposal according to which hallucinations are intensified forms of mind-wandering that are amplified along their sensory characteristics, and sketches a possible model of what factors might determine if an internally and involuntarily generated perceptual representation is experienced as a hallucination or as an instance of mind-wandering. This article is part of the theme issue ‘Offline perception: voluntary and spontaneous perceptual experiences without matching external stimulation’.

Past events, particularly emotional experiences, are often vividly recollected. However, it remains unclear how qualitative information, such as low-level visual salience, is reconstructed and how the precision and bias of this information relate to subjective memory vividness. Here, we tested whether remembered visual salience contributes to vivid recollection. In three experiments, participants studied emotionally negative and neutral images that varied in luminance and color saturation, and they reconstructed the visual salience of each image in a subsequent test. Results revealed, unexpectedly, that memories were recollected as less visually salient than they were encoded, demonstrating a novel memory-fading effect, whereas negative emotion increased subjective memory vividness and the precision with which visual features were encoded. Finally, memory vividness tracked both the precision and remembered salience (bias) of visual information. These findings provide evidence that low-level visual information fades in memory and contributes to the experience of vivid recollection.

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of the literature on vividness effects in marketing communications, revealing the major gap that most available studies only focus on informational messages. We conducted an experiment to address this gap and demonstrate in the context of a transformational ad that Virtual Reality generates higher perceptions of vividness and presence than a regular two-dimensional video, with vividness positively affecting attitude toward the ad, both directly and indirectly via presence. Our study also reveals that vividness in turn elicits a positive effect on brand attitudes which stimulates consumers’ purchase intentions. As such, the strategic potential of Virtual Reality for marketing communications is highlighted.

Mental imagery is a highly common component of everyday cognitive functioning. While substantial progress is being made in clarifying this fundamental human function, much is still unclear or unknown. A more comprehensive account of mental imagery aspects would be gained by examining individual differences in age, sex, and background experience in an activity and their association with imagery in different modalities and intentionality levels. The current online study combined multiple imagery self-report measures in a sample ( n = 279) with a substantial age range (18–65 years), aiming to identify whether age, sex, or background experience in sports, music, or video games were associated with aspects of imagery in the visual, auditory, or motor stimulus modality and voluntary or involuntary intentionality level. The findings show weak positive associations between age and increased vividness of voluntary auditory imagery and decreased involuntary musical imagery frequency, weak associations between being female and more vivid visual imagery, and relations of greater music and video game experience with higher involuntary musical imagery frequency. Moreover, all imagery stimulus modalities were associated with each other, for both intentionality levels, except involuntary musical imagery frequency, which was only related to higher voluntary auditory imagery vividness. These results replicate previous research but also contribute new insights, showing that individual differences in age, sex, and background experience are associated with various aspects of imagery such as modality, intentionality, vividness, and frequency. The study’s findings can inform the growing domain of applications of mental imagery to clinical and pedagogical settings.