Online product experiences: The effect of simulating stroking gestures on product understanding and the critical role of user control

Overmars, Suzanne; Poels, Karolien

doi:10.1016/j.chb.2015.04.033

Cited by 66 publications

(58 citation statements)

References 63 publications

(128 reference statements)

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“…Recent e‐commerce advances have resulted in great improvements in strategies, requirements, and developments of a range of tools that can impact consumers' online purchasing decisions. These include technologies that increase the user‐friendliness and convenience of online products, such as virtual mirrors, 360 spin, and image interactivity . These technologies can potentially offer consumers a priori simulated experience of a product, as well as being a source of information to aid their purchase decisions on an e‐commerce platform …”

Section: Introductionmentioning

confidence: 99%

“…These include technologies that increase the user-friendliness and convenience of online products, such as virtual mirrors, 360 spin, 1 and image interactivity. 2 These technologies can potentially offer consumers a priori simulated experience of a product, as well as being a source of information to aid their purchase decisions on an e-commerce platform. 3 Furthermore, product packaging design elements (PDEs), which are the focus of this study, have been identified in the literature as a powerful marketing cue which may drive individuals' purchasing intentions.…”

Section: Introductionmentioning

confidence: 99%

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Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

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Recent advances in e‐commerce have resulted in significant progress being made toward strategies, requirements, and the development of various mechanisms aimed at influencing consumers' decisions to purchase online. The relationship between different packaging design elements and their effect on consumers' online buying decisions has been less researched, due in part to the lack of statistical power to detect cause and effect relationships between these elements. This study examines the feasibility of multiple‐criteria decision‐making in order to identify and analyze the causal relationships between the different packaging design elements that are required to stimulate consumers' decision to buy products online. Consumers' direct, indirect, and interdependent behaviors in relation to PDEs and purchase decisions were studied for this paper. A total of 142 students (89 males and 53 females, aged 22‐37 years) participated in this study. The results identified several associations between design elements. The four most important PDEs found to influence consumers' decision to buy via the internet were graphics, colours, label information, and country of origin. This study provides the necessary insights into the design of product packaging by targeting aspects related to the appearance of the products' characteristics. Correlations between the various PDEs obtained from this study can be used to increase consumers' interactions with products in e‐commerce environments.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Al‐Samarraie

Eldenfria

Dodoo

et al. 2019

Color Research & Application

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show abstract

“…In this situation, companies must facilitate traffic between the online and the physical store by making the same offers, conditions and services available on both channels. Similarly, websites must be designed so as to include written instrumental haptic information, since this makes up for the inability to evaluate products through touch, thereby increasing confidence in judgments and reducing the potential frustration of high NFT consumers (Overmars & Poels, 2015;Peck & Childers, 2003b). For example, descriptions should include information regarding the touch characteristic of the products such as materials or texture.…”

Section: Management Implicationsmentioning

confidence: 99%

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

Rodrguez-Torrico

Cabezudo

San-Martn

2017

Computers in Human Behavior

119

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“…For example, Brasel and Gips [23] find that compared with mouse-based interaction, touchscreen interaction leads to a higher sense of product ownership, which is typically established via physical touch. Further, they find that compared with mouse-based interaction, touchscreen interaction lead users to rely more on haptic attributes when evaluating products [21]. They argue that this is because on touchscreens, consumers can directly touch the product images, which simulates physical contact with a product.…”

Section: Haptic Perception and Digital Technologymentioning

confidence: 99%

Harder and Smoother on Touchscreens? How Interaction Mode Affects Consumer Product Judgment

Liu¹,

Jiang

2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Emerging technologies, such as touchscreen interaction and mid-air gesture-based interaction, are changing the ways we interact with products virtually. However, despite research on how these technologies can be leveraged to improve consumers' shopping experience, few studies have explored how they affect consumer product judgment. This study explores how two types of gesture-based human-device interaction modes (i.e., touchscreen interaction and mid-air interaction) influence consumers' judgment on product haptic attributes (i.e., softness and roughness). Results from a lab experiment reveal that interacting with a product via touchscreen, as compared via a mid-air gesture controller, leads to a lower perception of product softness and roughness. Furthermore, such effects are more salient among users with a higher level of need for touch. The results imply that people may mistakenly use the incidental haptic experience gained from interaction device (e.g., the solid and smooth haptic experience a user feels when interacting with touchscreen surface) in product judgment although such experience is not directly related to the product being evaluated. Theoretical contributions, practical implications, and future research are discussed.

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Online product experiences: The effect of simulating stroking gestures on product understanding and the critical role of user control

Cited by 66 publications

References 63 publications

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

Harder and Smoother on Touchscreens? How Interaction Mode Affects Consumer Product Judgment

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