Visual search transforms the customer journey: elevating search enjoyment, product valuation, and consumption evaluation

Purpose Rapid advancements in image recognition have accelerated visual search adoption in retail. However, its influence on affective and behavioral consumer responses remains under-researched. This study investigates how visual search shapes the consumer journey, focusing on the search experience, subsequent product valuation, and consumption evaluation. Design/methodology/approach Three controlled experiments (N = 321) utilized between-subjects designs to compare visual search (via Vivino) with text-based search for wine. Study 1 established the positive impact of visual search on purchase intention relative to text and no-search conditions. Study 2 elucidated the psychological mechanism, identifying the serial mediating roles of perceived ease of use, novelty, and enjoyment. Study 3 tested the robustness of these effects by assessing consumption evaluation (i.e. taste perception) following an actual wine tasting. Findings Visual search significantly enhanced product valuations relative to text-based search. These effects were driven by a serial mediation process: visual search increased perceived ease of use and novelty, fostering greater search enjoyment and subsequent product valuation. Crucially, visual search benefits transcended initial evaluations, elevating the subsequent sensory evaluation of the consumption experience. Originality/value This research reframes visual search as a psychologically meaningful touchpoint rather than a mere functional tool. By demonstrating impacts across pre- and post-consumption phases, the study extends consumer–technology interaction literature and offers actionable insights for designing immersive digital retail experiences. The findings underscore the potential of interface design to shape both consumer choice and the actual consumption experience.