Enhancing Online Shopping Experiences

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Author(s): Preeti Jain (Maharishi Markandeshwar (deemed to be university) Mullana- Ambala)and Neetu Chaudhary (Maharishi Markandeshwar (deemed to be university) Mullana- Ambala)
Copyright: 2025
Pages: 22
Source title: Impact of Sensory Marketing on Buying Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-9351-2.ch002

Keywords: Business Science Reference / Consumer Behavior / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

In the constantly evolving online shopping world, sensory marketing is crucial for creating engaging experiences for consumers. This study provides a comprehensive analysis of sensory marketing, highlighting its importance in enhancing the online purchasing experience. It focuses on tactile, visual, and aural cues that influence consumer behavior, emotions, perceptions, and product selection. This section emphasizes visual sensory marketing, examining the impact of high-quality product images, videos, and 3D models, as well as the use of color, typeface, and layout in creating visually appealing online stores. It also explores virtual trials, haptic technologies, and product interaction functionalities, addressing challenges and opportunities in providing tactile feedback in digital environments. Furthermore, it delves into how immersive technologies like augmented reality and virtual reality enhance sensory experiences and product exploration, affecting consumer choices and emphasizing the integration of sensory marketing strategies into e-commerce.

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