Mobile shopping has been rapidly growing and become an indispensable part of people lives. With innovative technologies such as Augmented Reality (AR) emerging in mobile commerce that enables online retailers applying it as marketing tools for enhancing consumers' online shopping experience as well as increasing their sales. The current study, the researcher aims to examine on media characteristics of online virtual products (vividness and spatial accuracy) that will affect on the feeling of local presence by applying the spatial presence theory, and local presence toward arousal and perceived diagnosticity by applying the elaboration likelihood model to develop a comprehensive research and try to explain this phenomenon how it impacts on consumer impulse buying. An experiment 2x2 was designed with the manipulation of vividness (high vs. low) and spatial accuracy (high vs. low). The experiment was conducted in the National Cheng Kung University in Tainan in one week, the 137 samples are used to analysis on SPSS. Findings, conclusions, contributions, and suggestions for future research as well as limitations will be discussed in the last part of this study.

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