Table 3. Research moderator variables... | Emerald Publishing

Table 3.

Research moderator variables definitions and operationalizations

Moderator	Definition	Operationalizations
Perceived physical closeness	The extent to which the customer is physically present at the location where the AR or VR experience occurs	Local = 1 vs Telepresence = 0
Sensory capacity	The type of sensory modality emphasized in the AR or VR experience. Proximal senses require bodily proximity (e.g. touch), while distal senses operate over distance (e.g. sight, sound)	Proximal =1 vs Distal = 1
Experience	The extent of the customer’s exposure to AR or VR technologies before participating in the study	Low past experience = 1 vs High past experience = 0
Customer age	The average age of participants in the study sample	Average age of participants, expressed in years
Customer gender	The gender composition of the study sample	Proportion of female participants in the sample
Product familiarity	The customer’s prior knowledge or experience with the product featured in the AR or VR environment	New product = 1 vs Familiar Product = 0
Product involvement	The perceived relevance and importance of the product featured in the AR or VR experience	Low Involvement = 1 vs High involvement = 0
Product benefits	The type of benefits the product offers when presented through AR or VR – either experiential or functional	Hedonic product = 1 vs Utilitarian product = 0
Cultural value	National cultural dimensions that influence customer responses to AR or VR experiences, based on Hofstede et al’s (2010) framework	Scores for individualism, power distance, uncertainty avoidance, masculinity and long-term orientation, each ranging from 0 to 100

Moderator	Definition	Operationalizations
Perceived physical closeness	The extent to which the customer is physically present at the location where the AR or VR experience occurs	Local = 1 vs Telepresence = 0
Sensory capacity	The type of sensory modality emphasized in the AR or VR experience. Proximal senses require bodily proximity (e.g. touch), while distal senses operate over distance (e.g. sight, sound)	Proximal =1 vs Distal = 1
Experience	The extent of the customer’s exposure to AR or VR technologies before participating in the study	Low past experience = 1 vs High past experience = 0
Customer age	The average age of participants in the study sample	Average age of participants, expressed in years
Customer gender	The gender composition of the study sample	Proportion of female participants in the sample
Product familiarity	The customer’s prior knowledge or experience with the product featured in the AR or VR environment	New product = 1 vs Familiar Product = 0
Product involvement	The perceived relevance and importance of the product featured in the AR or VR experience	Low Involvement = 1 vs High involvement = 0
Product benefits	The type of benefits the product offers when presented through AR or VR – either experiential or functional	Hedonic product = 1 vs Utilitarian product = 0
Cultural value	National cultural dimensions that influence customer responses to AR or VR experiences, based on Hofstede et al’s (2010) framework	Scores for individualism, power distance, uncertainty avoidance, masculinity and long-term orientation, each ranging from 0 to 100

Source(s): Developed by the authors