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<p>This research investigates the nexus between Sensory-Enabling Technologies/Tools (SETs) and sensory experiences, particularly the consumer’s self-evaluation and consumer materialism in the context of online shopping dominance. Employing meticulously designed experiments with college students as participants, this study differentiates between public self, private self and balance self-dimensions for consumer self-assessment and impulsive buying behavior and conspicuous consumption for consumer materialism aspects. Results showcase novel measures for self-experiences through cross-modal mapping facilitated by SETs. These findings reveal that different types of self-consciousness distinctly modulate consumer interaction with sensory tools. The study identifies an optimal sensory response for diverse product categories in a simulated environment, impacting consumer buying behavior. Notably, the predictive role of “360<b>°</b> rotation” technologies in product evaluation is highlighted. This research underscores the potential of SETs to enhance consumer sensory experiences in the digital age, offering valuable insights for tailoring business strategies to diverse consumer preferences in the online retail landscape.</p>

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Unveiling the influence of consumer materialism and self-perception on online apparel shopping: A cross-modal analysis using mouse-click attention tracking (mcAT)

  • 期刊论文

  • 发表日期：

    2025年8月1日

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  • Savitri Kumari,
  • Bibhas Chandra

摘要

This research investigates the nexus between Sensory-Enabling Technologies/Tools (SETs) and sensory experiences, particularly the consumer’s self-evaluation and consumer materialism in the context of online shopping dominance. Employing meticulously designed experiments with college students as participants, this study differentiates between public self, private self and balance self-dimensions for consumer self-assessment and impulsive buying behavior and conspicuous consumption for consumer materialism aspects. Results showcase novel measures for self-experiences through cross-modal mapping facilitated by SETs. These findings reveal that different types of self-consciousness distinctly modulate consumer interaction with sensory tools. The study identifies an optimal sensory response for diverse product categories in a simulated environment, impacting consumer buying behavior. Notably, the predictive role of “360° rotation” technologies in product evaluation is highlighted. This research underscores the potential of SETs to enhance consumer sensory experiences in the digital age, offering valuable insights for tailoring business strategies to diverse consumer preferences in the online retail landscape.