Browse > Article
http://dx.doi.org/10.5392/IJoC.2018.14.2.007

Visual Tactile Attributes in Online Product Presentations for Improving Purchase Intention  

Suh, YouHyun (College of Human Ecology Seoul National University)
Kim, Songmi (School of Business and Technology Management Korea Advanced Institute of Science and Technology (KAIST))
Kim, Wonjoon (School of Business and Technology Management Korea Advanced Institute of Science and Technology (KAIST))
Publication Information
International Journal of Contents / v.14, no.2, 2018 , pp. 7-15 More about this Journal
Abstract
Online shopping is increasing worldwide. Providing customers actual feeling of the product is essential in online shopping. Various technological aids can be used to support visual feeling. When delivering visual tangibility, it is important to study which attributes are significant in product presentations that best portray the actual tactileness. In this perspective, we suggest 'visual tactility' (VT) as a parameter for delivering tangibility in visual presentation. By measuring visual tactility in different product types, latent factors of visual tactility were identified and their influence on purchase intention was determined in this study. We defined material properties of touch such as surface texture, hardness, temperature, and weight as Visual Tactility (VT), the influential factor of tactility. We investigated the influence of VT on product purchase intention and analyzed tactileness within four online product presentations: single static picture, multi static pictures, zoom, and video. Our purpose was to investigate underlying effects of visual tactile attributes on touch and determine their influences according to online product presentation formats. Our results showed that visual tactility positively affected purchase intention and that each attribute differed in importance according to product type. Moreover, this study revealed a strong relation between online product presentation and VT attributes. These results provide a guide when selecting which presentation is optimal for delivering a product's tactility in online shopping situation.
Keywords
Visual Tactility; Online Product Presentation; Touch; Sensory Marketing; E-commerce;
Citations & Related Records
연도 인용수 순위
  • Reference
1 C. V. Jansson-Boyd, "Touch matters: exploring the relationship between consumption and tactile interaction," Social Semiotics, vol. 21, no. 4, 2011, pp. 531-546.   DOI
2 Z. Jiang and I. Benbasat, "The effects of presentation formats and task complexity on online consumers' product understanding," MIS Quarterly, vol. 31, no. 3, 2007, pp. 475-500.   DOI
3 X. Chen, F. Shao, C. Barnes, T. Childs, and B. Henson, "Exploring relationships between touch perception and surface physical properties," International Journal of Design, vol. 3, no.2, 2009, pp. 67-76.
4 N. Crilly, J. Moultrie, and P. J. Clarkson, "Seeing things: consumer response to the visual domain in product design," Design studies, vol. 25, no. 6, 2004, pp. 547-577.   DOI
5 K. Song, A. M. Fiore, and P. Jihye, "Telepresence and fantasy in online apparel shopping experience," Journal of Fashion Marketing and Management: An International Journal, vol. 11, no. 4, 2007, pp. 553-570.   DOI
6 M. Laroche, M. V. Nepomuceno, and M. O. Richard, "How do involvement and product knowledge affect the relationship between intangibility and perceived risk for brands and product categories?," Journal of Consumer Marketing, vol. 27, no. 3, 2010, pp. 197-210.   DOI
7 J. Peck and J. Wiggins, "It just feels good: Consumers' affective response to touch and its influence on persuasion," Journal of Marketing, vol. 70, 2006, pp. 56-69.   DOI
8 E-marketer, "Worldwide Retail and Ecommerce Sales: eMarketer's Estimates for 2016-2021," 2017. https://www.emarketer.com/Report/Worldwide-Retail-Ecommerce-Sales-eMarketers-Estimates-20162021/2002090
9 A. Krishna, "Interaction of senses: The effect of vision versus touch on the elongation bias," Journal of Consumer Research, vol. 32, no. 4, 2006, pp. 557-566.   DOI
10 M. B. Holbrook, "On the importance of using real products in research on merchandising strategy," Journal of Retailing, vol. 59, no. 1, 1983, pp. 4-23.
11 Y. K. Choi and C. R. Taylor, "How do 3-dimensional images promote products on the Internet?," Journal of Business Research, vol. 67, no. 10, 2014, pp. 2164-2170.   DOI
12 J. Peck and S.B. Shu, "The effect of mere touch on perceived ownership," The Journal of Consumer Research, vol. 36, no. 3, 2009, pp. 434-447.   DOI
13 T. Verhagen, C. Vonkeman, F. Feldberg, and P. Verhagen, "Present it like it is here: Creating local presence to improve online product experiences," Computers in Human Behavior, vol. 39, 2014, pp. 270-280.   DOI
14 A. M. Fiore and H. J. Jin, "Influence of image interactivity on approach responses towards an online retailer," Internet Research: Electronic Networking Applications and Policy, vol. 13, no. 1, 2003, pp. 38-48.   DOI
15 R. L. Klatzky and Joann Peck, "Please touch: Object properties that invite touch," IEEE Transactions on Haptics, vol. 5, no. 2, 2012, pp. 139-147.   DOI
16 J. M. Loomis, R. L. Klatzky, and S. J. Lederman, "Similarity of tactual and visual picture recognition with limited field of view," Perception, vol. 20, no. 2, 1991, pp. 167-177.   DOI
17 S. J. Lederman and R. L. Klatzky, "Extracting object properties through haptic exploration," Acta Psychologica, vol. 84, no. 1, 1993, pp. 29-40.   DOI
18 J. Peck and T. L. Childers. "Individual differences in haptic information processing: The "need for touch" scale," The Journal of Consumer Research, vol. 30, no. 3, 2003, pp. 430-442.   DOI
19 S. K. Podrebarac, M. A. Goodale, and J. C. Snow, "Are visual texture-selective areas recruited during haptic texture discrimination?," NeuroImage, vol. 94, no. 4, 2014, pp. 129-137.   DOI
20 T. Verhagen, C. C. Vonkeman, J. F. M. Feldberg, and P. Verhagen, Making online products more tangible and likeable: The role of local presence as product presentation mechanism, Research Memorandum, 2013.
21 T. A. Whitaker, C. Simoes-Franklin, and F. N. Newell, "Vision and touch: Independent or integrated systems for the perception of texture?," Brain Research, vol. 1242, no. 25, 2008, pp. 59-72.   DOI
22 B. Grohmann, E. R. Spangenberg, and D. E. Sprott, "The Influence of Tactile Input on the Evaluation of Retail Product Offerings," Journal of Retailing, vol. 83, no. 2, 2007, pp. 237-246.   DOI
23 N. Schwarz, "Metacognitive experiences in consumer judgment and decision making," Journal of Consumer Psychology, vol. 14, no. 4, 2004, pp. 332-348.   DOI
24 T. L. Childers, C. L. Carr, J. Peck, and S. Carson, "Hedonic and utilitarian motivations for online retail shopping behavior," Journal of retailing, vol. 77, no. 4, 2001, pp. 511-535.   DOI
25 S. J. Lederman and R. L. Klatzky, "Hand movements: A window into haptic object recognition," Cognitive Psychology, vol. 19, no. 3, 1987, pp. 342-368.   DOI
26 R. L. Klatzky, S. J. Lederman, and D. E. Matula, "Imagined haptic exploration in judgments of object properties," Journal of Experimental Psychology: Learning, Memory, and Cognition, vol. 17, no. 2, 1991, pp. 314-322.   DOI