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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...

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Autores principales: Leng, Xionghui, Zhou, Xiaoyu, Wang, Shuting, Xiang, Yibin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
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.
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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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