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Title:The golden touch: how screen touches influence product attitude and purchase intention
Author(s):Hu, Xiaohan
Department / Program:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Touch interface
Consumer behavior
Online Shopping
Abstract:The widespread usage of touch screen devices such as smartphones and tablets has changed how people interact with mediated information. The physical action of touch is more direct in that people interact with the information on the screen, rather than indirectly via input devices like a mouse or trackpad. The goal of this study is to examine whether different ways of physically interacting with media influence consumers’ attitude and purchase intention in online shopping, and how congruity between the touch feeling of specific products and touchscreens may moderate this effect of interaction. Participants viewed pictures of products which had either congruent or incongruent haptic feeling with an iPad screen by directly touching the screen or indirectly using a mouse, and then indicated their attitude, purchase intention and valuation toward these products. The results showed that consumers assigned more value when product information was acquired by touching. However, the main effect of physical interaction on attitude and purchase intention, and interaction effect between interaction and haptic congruity were not found.
Issue Date:2016-04-28
Rights Information:Copyright 2016 Xiaohan Hu
Date Available in IDEALS:2016-07-07
Date Deposited:2016-05

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