FashionTouch in E-commerce: An Exploratory Study of Surface Haptic Interaction Experiences

Ornati, Michela; Cantoni, Lorenzo

doi:10.1007/978-3-030-50341-3_37

Cited by 9 publications

(7 citation statements)

References 26 publications

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“…Tactile imagery, conveyed through pictures, verbal haptic descriptions, and multimedia features, such as ZI and rotation, are positively related to quality perceptions (Ornati & Cantoni, 2020; Park, 2006, 2009; Rodrigues et al, 2017). Silva et al (2021) found a positive link between haptic imagery and perceived product quality.…”

Section: What Are the Factors That Mediate The Effect Of Tactile Sens...mentioning

confidence: 99%

The invisible hand of touch: Testing a tactile sensation‐choice satisfaction model in online shopping

Shaban,

Saraeva,

Rose

et al. 2024

Journal of Sensory Studies

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This study tests a model of the relationship between online store sensory environments and consumer responses using the stimulus‐organism‐response paradigm. The aim is to (a) examine the ability of three online product presentation formats (OPPFs) to induce tactile sensations, (b) identify the effect of tactile sensations upon choice satisfaction, and (c) examine the mediating role of cognitive effort and affective experience. Videos are found to induce the greatest tactile sensations followed by zoom image, whereas static image is found to induce the least. Furthermore, the more tactile sensations consumers experience while shopping online, the higher their emotional experience, resulting in lower cognitive effort and higher consumer choice satisfaction. Affective experience is found to mediate the tactile sensations and choice satisfaction relationship. The original contribution of the research is a newly validated model of OPPFs, tactile sensations, customer experience, and choice satisfaction that extends theoretical understanding of variables previously untested.Practical applicationsThe study offers practical results from which small to medium sized, or new start‐up, online clothing retailers can benefit. The study shows the advantages of using OPPFs such as videos and zoom images on retail websites to assist shoppers by enhancing the sensory buying experience. Such online retailers may not be able to afford the investment in more complex and costly advanced technologies such as the use of augmented reality in virtual mirroring. The study shows that when online retailers provide videos and/or zoom images on their websites, they allow shoppers to experience greater tactile sensations while evaluating and selecting a product compared to only being able to view it as a static image. Online clothing retailers can continue to rely on these technologies to compensate shoppers for the lack of touch in the online shopping context, which is so important when purchasing clothing.

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Section: What Are the Factors That Mediate The Effect Of Tactile Sens...mentioning

confidence: 99%

The invisible hand of touch: Testing a tactile sensation‐choice satisfaction model in online shopping

Shaban,

Saraeva,

Rose

et al. 2024

Journal of Sensory Studies

View full text Add to dashboard Cite

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“…(2021) for apparel retailing with a desktop virtual fitting room. Perhaps soon enough AR try-on interfaces will provide stronger haptic sensations not via images but through vibration (Ornati and Cantoni, 2020).…”

Section: Discussionmentioning

confidence: 99%

“…HAP has already been positively related to perceived quality in AR try-on (Duarte and Silva, 2020;Ornati and Cantoni, 2020). A higher degree of realism due to HAP has resulted in greater effectiveness in self-explorative engagement (Brengman et al, 2019).…”

Section: The Effects Of Haptic Imagerymentioning

confidence: 99%

“…A future study could also investigate whether the individual trait of need for touch plays a role as it did in Silva et al (2021) for apparel retailing with a desktop virtual fitting room. Perhaps soon enough AR try-on interfaces will provide stronger haptic sensations not via images but through vibration (Ornati and Cantoni, 2020).…”

Section: Summary Of Key Findingsmentioning

confidence: 99%

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Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery

Ivanov

Head²,

Biela³

2022

APJML

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PurposeVirtual try-on apps (VTOs) allow consumers to examine fashion and furniture items in usage context without going to a physical store. But the adoption of such apps has varied across product categories, and research on user acceptance of AR marketing has been fragmented. The current study aims to develop and test a general model that explains the formation of decision comfort (DC) in the majority of AR try-on experiences for mobile shopping.Design/methodology/approachAfter reviewing 30 VTOs available on the iOS app store, the authors chose the Wanna Kicks sneaker shopping VTO as the most representative to test their hypotheses for AR try-on in general. Overall, 178 online consumers performed a sneaker shopping task on their mobile devices, and their responses were analyzed with the partial least squares method.FindingsThe study confirmed the key role of perceived augmentation in leading to DC via a utilitarian and a hedonic path. These effects were attenuated for younger users, and haptic imagery only had a utilitarian impact. Scholars should pay more attention to the variable of age, while managers should act quickly to enhance the basic AR affordances of mobile try-on apps.Originality/valueThis is the first study of a VTO in the footwear category and with a model that tests age as a moderating variable between antecedents and consumer responses.

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“…Second, recent literature has shown the importance of touch in fashion with haptic imagery communicating potential tactical and kinesthetic information about an object (Silva et al, 2021). Indeed, scholars argue that more understanding of how consumers can actively sense and apprehend fashion retail items is needed (Ornati and Cantoni, 2020). Fashion shopping was also deemed to be appropriate to investigate as an adventurous experience as research by Lee et al (2013) finds shoppers can be driven to online shopping experiences by adventure motivations.…”

Section: Overview Of Studiesmentioning

confidence: 99%

“Going on a sensory adventure, a touchy subject?”: investigating haptic technology and consumer adventure orientation

Mulcahy

Riedel

2021

JSTP

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PurposeThe purpose of this paper is twofold. First, it seeks to extend service and retailers understanding of how the inclusion of haptics can gamify digital service experiences. Second, it seeks to understand the moderating role of consumers orientation towards adventure in service experiences.Design/methodology/approachThis research adopts a two-study, 2 (haptic technology: present vs absent) × 2 (adventure orientation: high vs low) to test the proposed hypotheses (Study 1 n = 210, Study 2 n = 452). The data are tested using ANCOVA's and Hayes PROCESS Macro to investigate mean differences and the potential presence of two different moderated mediated relationships.FindingsThe results are consistent across the two experimental studies evidencing that the inclusion of haptics to gamify the service experience leads to significantly improved outcomes for service brands and channels. Further, the results demonstrate that the impact of haptics is greater for consumers with a lower, compared to higher, sense of adventure. Thus, the results demonstrate that whilst haptics improves consumers experiences with technological services overall, this is more prevalent for those who have “less sense of adventure”.Originality/valueThis paper sheds insight into the emerging area of haptic technology and is one of the first to specifically examine the impact of consumers “sense of adventure.”

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FashionTouch in E-commerce: An Exploratory Study of Surface Haptic Interaction Experiences

Cited by 9 publications

References 26 publications

The invisible hand of touch: Testing a tactile sensation‐choice satisfaction model in online shopping

The invisible hand of touch: Testing a tactile sensation‐choice satisfaction model in online shopping

Mobile shopping decision comfort using augmented reality: the effects of perceived augmentation and haptic imagery

“Going on a sensory adventure, a touchy subject?”: investigating haptic technology and consumer adventure orientation

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