An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context

The current study investigates whether image interactivity can positively influence luxury perceptions in a virtual shopping environment, by offering shoppers a feeling of telepresence. 185 respondents were referred to either an image interactive or non-interactive virtual luxury store and completed an online questionnaire afterwards to measure their luxury perception. The results of this study show that image interactivity leads to higher perceptions of exclusivity, quality, hedonism and extended self due to a higher perceived telepresence. This study offers some guidelines for luxury brands to retain their luxury perception high in a virtual shopping environment.