â€˜Touch it, swipe it, shake itâ€™: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?
Rory Francis Mulcahy and
Aimee S. Riedel
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
This article illustrates that haptic touch, the sensation of gaining and sending information through the hand, can improve mobile retailing advertisementsâ€™ effectiveness. To date, (haptic) touch has been predominantly thought of as a sensation only possible for physical retail settings, with limited theoretical or empirical evidence of its existence in mobile retailing advertising in the current literature. This study presents a model which includes interactivity, value, involvement, brand attitude and purchase intentions in a singular model for the first time. The model is comparatively examined across haptic touch (nâ€¯=â€¯303) versus non-haptic touch (nâ€¯=â€¯359) conditions using structural equation modelling (SEM) multi-group test of invariance. The findings demonstrate haptic touch improves the experience of advertisements and this strengthens purchase intentions, whereas for the non-haptic touch condition, results demonstrate the actual brand being advertised should be leveraged to increase purchase intentions. These findings present a new theoretical perspective that haptic touch is now a sensation which can be engaged in mobile and digital retail settings and provides an important foundation for future research.
Keywords: Haptic touch; Mobile retailing; Sensory marketing; Interactivity (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918302261
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