FROM PIXELS TO PURCHASES: SENSORY ENABLING TECHNOLOGIES IN WEARABLE GOODS

This study examines the impact of Sensory-Enabling Technologies (SETs) on consumer behavior in India's online wearable goods market, where high return rates and preference for physical shopping pose significant challenges. Analyzing data from 104 participants through PLS-SEM (Partial Least Squares Structural Equation Modeling), the research investigates how Virtual Try-On, semantic congruency, virtual touch, and interactive music influence purchase decisions, particularly among assessment-oriented consumers and those with high Need for Touch (NFT). Results show that semantic congruency audio features and virtual try-on significantly enhance confidence and purchase intention among assessment-oriented consumers, while virtual touch features prove particularly effective for high NFT consumers. Indicating good model fit, these findings extend the Elaboration Likelihood Model and provide practical implications for e-commerce platforms implementing SETs to enhance consumer engagement and reduce return rates