The influence of tactile stimulation in online product evaluation

Margot Racat (), Sonia Capelli () and Danilo C. Dantas ()
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Margot Racat: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Sonia Capelli: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Danilo C. Dantas: HEC Montréal - HEC Montréal

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Abstract: 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.

Keywords: tactile input; sensory marketing; online shopping; texture; need for touch (search for similar items in EconPapers)
Date: 2015-05-26
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01218118v1
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Published in European Marketing Conference, May 2015, Leuven, Belgium. European Marketing Conference, 2015

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01218118

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