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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...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
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Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9807036/ https://www.ncbi.nlm.nih.gov/pubmed/36600710 http://dx.doi.org/10.3389/fpsyg.2022.1034872 |
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author | Leng, Xionghui Zhou, Xiaoyu Wang, Shuting Xiang, Yibin |
author_facet | Leng, Xionghui Zhou, Xiaoyu Wang, Shuting Xiang, Yibin |
author_sort | Leng, Xionghui |
collection | PubMed |
description | 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. |
format | Online Article Text |
id | pubmed-9807036 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-98070362023-01-03 Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products Leng, Xionghui Zhou, Xiaoyu Wang, Shuting Xiang, Yibin Front Psychol Psychology 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. Frontiers Media S.A. 2022-12-19 /pmc/articles/PMC9807036/ /pubmed/36600710 http://dx.doi.org/10.3389/fpsyg.2022.1034872 Text en Copyright © 2022 Leng, Zhou, Wang and Xiang. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Leng, Xionghui Zhou, Xiaoyu Wang, Shuting Xiang, Yibin Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products |
title | Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products |
title_full | Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products |
title_fullStr | Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products |
title_full_unstemmed | Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products |
title_short | Can visual language convey tactile experience? A study of the tactile compensation effect of visual language for online products |
title_sort | can visual language convey tactile experience? a study of the tactile compensation effect of visual language for online products |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9807036/ https://www.ncbi.nlm.nih.gov/pubmed/36600710 http://dx.doi.org/10.3389/fpsyg.2022.1034872 |
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