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The influence of tactile stimulation in online product evaluation

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HAL Id: halshs-01218118

https://halshs.archives-ouvertes.fr/halshs-01218118

Submitted on 20 Oct 2015

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The influence of tactile stimulation in online product evaluation

Margot Racat, Sonia Capelli, Danilo C. Dantas

To cite this version:

Margot Racat, Sonia Capelli, Danilo C. Dantas. The influence of tactile stimulation in online product evaluation. European Marketing Conference, May 2015, Leuven, Belgium. European Marketing Conference, 2015. �halshs-01218118�

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THE INFLUENCE OF TACTILE STIMULATION IN ONLINE PRODUCT EVALUATION

Danilo DANTAS

Marketing department HEC Montréal

danilo.dantas@hec.ca

Sonia CAPELLI

EA3713 MAGELLAN RESEARCH CENTER IAE - Jean Moulin Lyon 3 University

sonia.capelli@univ-lyon3.fr

Margot RACAT

EA3713 MAGELLAN RESEARCH CENTER IAE - Jean Moulin Lyon 3 University

margot.racat@univ-lyon3.fr

Internet and online consumption create new opportunities for customers to experience products through tactile devices (Brasel & Gips,

2014). Beside, consumers need to touch product before purchasing (Peck

& Childers, 2003) and intangibility induces an immaterial barrier that makes consumer suffuring of the absence of direct contact with the product (Spence & Gallace, 2011).

Why do this research ?

T h e p r e s e n t r e s e a r c h investigates tactile stimulation

in online contexts. Our focus is

to explore the influence of interface touch depending on

the observed product tactile cues.

Main objective

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.

Contribution

RESEARCH MODEL

MAIN RESULTS

A reverse effect of texturing product and screen is observed.

H1 & H3 are confirmed. Smooth screen increases attitude toward the rough product and rough screen increases attitude toward the smooth product (F(1,86)=4.78, p<0.05). Then, realism impacts positively attitude toward the product (F(1,86)=11.24 ; p<.001)).

MATERIAL & STIMULI

 87 participants

 3 minutes for browsing one product

 Online questionnaire filled on a computer

 2 screens textures: rough and smooth

 2 products: rough and smooth

 3D product visualization

References

Brasel, S. A., & Gips, J. (2014). Tablets, touchscreens, and touchpads: How varying touch interfaces trigger psychological ownership and endowment. Journal of Consumer Psychology, 24(2), 226–233.

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511–535.

Ferreira B. (2014), l’influence de la texture d’un emballage: Une approche par des méthodes expli- cites et implicites, thèse de doctorat es-science de gestion, Université d'Auvergne. (in French)

Klatzky, R., & Peck, J. (2012). Please Touch: Object Properties that Invite Touch. IEEE Transactions on Haptics, 5(2), 139–147.

Peck, J., & Childers, T. (2003a). Individual differences in haptic information processing: The “need for touch” scale. Journal of Consumer Research, 30(3), 430–443.

Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer.

Psychology & Marketing, 28(3), 267–308.

SCREEN TACTILE STIMULATION

PRODUCT TEXTURING

INSTRUMENTAL NEED FOR TOUCH

ATTITUDE TOWARD THE PRODUCT

DEGREE OF SIMILARITY EASE OF

NAVIGATION

Covariables

H2 : Consumers with high (vs. low) Instrumen- tal NFT will have a more (vs. less) positive atti- tude toward the rough (vs. smooth) product.

Rejected

H4 H3 H2

H1

H1: Product texturing moderates the relationship between the tactile stimulation and

the attitude toward the product. Validated

H3 : The more realistic the product manipula- tion is perceived, the more consumer’s attitude toward the product will increase. Validated H4 : The more navigation is easy through the interface, the more consumer’s attitude toward the product will increase. Rejected

Our results confirm past literature concerning the effect of touching a smooth interface when online shopping: in this case, consumers prefer product with tactile cues. However, the results are not consistent across the type of tactile stimulation produced

by the touch-based device. Results emphasize that tactile stimulation is not considered by the online consumer as a piece of

information concerning the rough product presented on the screen.

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