The influence of tactile stimulation in online product evaluation
Résumé
The present research investigates tactile stimulation in online contexts. Our focus is to explore the influence of interface touch depending on the observed product tactile cues. We contribute to the literature in sensory marketing by empirically testing in an online environment, the effect of various tactile stimuli from the device and the product on attitude toward the product. Our results confirm past literature concerning the effect of touching a smooth interface when on line shopping: in this case, consumers prefer product with tactile cues. However, these results are not consistent across the type of tactile stimulation produced by the touch-based device.
Domaines
Gestion et management
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Poster EMAC Margot RACAT pour envoi 30.04.2015.pdf (1.27 Mo)
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