Touching Products Virtually: Facilitating Consumer Mental Imagery with Gesture Control and Visual Presentation

Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention

The lack of tactile experience is a significant flaw in online product evaluation and purchasing, but visual information can be utilized to compensate for tactile deficits. This study constructed a conceptual model based on mental imagery theory, innovativeness theory, and the personal goals framework, to explore the mechanism of visual-tactile compensation on consumer purchase intention. We conducted an online experiment with 406 participants recruited from a community and online store in Southern China and tested the research hypotheses using structural equation modeling. The findings suggest that visually compensated tactile perceived diagnosticity promotes mental imagery and sensory similarity, which, in turn, affects purchase intention. Theoretically, this study enriches the current explanations of online haptics by explaining the mechanisms by which haptic demonstration videos influence consumers' haptic evaluations and behavioral responses, as well as the moderating role of personal goals therein; practically, this study offers advice for retailers seeking to build or expand their tactile marketing strategies.

Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products

Introduction

There is a common phenomenon of tactile missing in online retail. How to realize consumer tactile compensation is a consensus problem in the field of e-commerce. More and more marketeers and scholars convey their ideas via visual display, but few researches have focused on the tactile compensatory effect of visual language.

Methods

Study 1 collected data from nearly 13,000 online purchases to analyze the impact of haptic cues on sales in real online shopping platforms; Study 2 used a experimental research method to design three experimental groups: hand haptic cue group vs. Object haptic cue group vs. control group (N = 165) to investigate whether the main effect of haptic cues and the dual mediating effect of mental simulation held. Study 3 also adopted a simulated experimental research approach to design a two-factor group: 2 (haptic cue: hand vs. object) × 2 (product type: tactile functional product vs. tactile experiential product) (N = 198). To further explore whether the moderating effect of product type holds based on Study 2.

Results

Therefore, based on the visualization theory and mental simulation theory, and through a second-hand data experiment and two simulated experiments, this study confirmed that visual language did have a compensation effect on tactile missing specifically. Haptic cues in metaphorical visual language can actively compensate for consumers' tactile loss, thus affecting the purchase intention. Mental simulation plays a mediating role in the tactile compensation effect. Product type has a moderating effect, and the use of hand (object) haptic cues in metaphorical visual language in tactile functional products (tactile experiential products) can lead to a more active purchase intention.

Discussion

This study not only enriches the theoretical research on the tactile compensation effect of visual language, but also provides valuable management enlightenment for e-commerce enterprises to improve the effectiveness of online product display and online sensory marketing strategies.