Getting in touch with your thinking style: How touchscreens influence purchase

Zhu, Ying; Meyer, Jeffrey D.

doi:10.1016/j.jretconser.2017.05.006

Cited by 42 publications

(43 citation statements)

References 29 publications

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“…The association between engagement and touch interface usage aligns with the results of the literature on gaming (Thompson et al., ) and education (Enriquez, ; Neumann, ). The more significant role of affect (vs. cognition) in touch interface conditions is also in line with the recent marketing literature on touch interfaces (Shen et al., ; Zhu & Meyer, ).…”

Section: Contributionssupporting

confidence: 83%

“…If purchase intentions are greater when using a touch interface than a mouse device, shoppers are likely to choose products that are stronger in hedonic attributes than utilitarian attributes. According to recent studies, consumers who use a touch interface are more likely to result in choosing hedonic over utilitarian options (Shen et al., ; Zhu & Meyer, ). This finding implies that consumers who shop using a touch interface as compared to a mouse device may rely more on affective cues and interpret the atmosphere of their online shopping experience as more fun and engaging, highlighting affective, emotional, or hedonic aspects of the shopping experiences.…”

Section: Input Device Type and Product Choicesmentioning

confidence: 99%

“…Parsons & Conroy, ), as well as how these cues influence online shoppers. Although marketing researchers (Krishna, ; Peck, ) have addressed the importance of studying the impact of touch interfaces on online shoppers, only a few (Brasel & Gips, ; Coulter, ; Shen, Zhang, & Krishna, ; Zhu & Meyer, ) have done so by comparing mouse devices with touch interfaces.…”

mentioning

confidence: 99%

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Do touch interface users feel more engaged? The impact of input device type on online shoppers’ engagement, affect, and purchase decisions

Chung

Krämer

Wong

2018

Psychology and Marketing

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Over the past decade, one of the most fundamental changes in computer‐mediated environments has been the evolution in the type of input devices from mouse devices to touch interfaces. In this paper, the authors conduct three experiments to examine the underlying connections between input device types and online shoppers’ decision‐making processes in relation to affect‐driven information processing. The results show that shoppers who use a touch interface (vs. mouse) to view products demonstrate a significantly higher engagement with their shopping experience in a low‐involvement setting. Touch interface users are likely to have greater purchase intentions, as compared to mouse users, and this effect is mediated by positive affect induced by higher engagement. Using a touch interface (vs. mouse) also increases the likelihood that consumers will choose a hedonic over a utilitarian option and make an immediate purchase decision. These findings indicate that using a touch interface increases consumers’ reliance on affect‐driven information processing and has a positive impact on purchase decision processes.

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Section: Contributionssupporting

confidence: 83%

Section: Input Device Type and Product Choicesmentioning

confidence: 99%

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Do touch interface users feel more engaged? The impact of input device type on online shoppers’ engagement, affect, and purchase decisions

Chung

Krämer

Wong

2018

Psychology and Marketing

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“…Prior research has provided preliminary evidence supporting this prediction, that is, smartphones can result in affective and experiential thinking, 6,23 which positively predict hedonic consumption. 24 Accordingly, we propose the following:…”

Section: Smartphone-fun Association and Hedonic Consumptionsmentioning

confidence: 99%

Why and When Consumers Indulge in Smartphones: The Mental Association Between Smartphones and Fun

Shen

Wang

Zhang

2019

Cyberpsychology, Behavior, and Social Networking

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Although smartphones are widely used, knowledge regarding whether smartphones shape consumers' minds and influence their behaviors is limited. This research attempts to fill this gap and shows that smartphone use can activate a for-fun mindset, thus driving consumers to favor hedonic-oriented products. An Implicit Association Test (Study 1) was used to show the smartphone-fun association. Moreover, by framing the product orientation (hedonic or utilitarian in Study 2) and device role (work or fun in Study 3) to interfere with the smartphone-fun association, this research examines the importance of this association in determining consumers' preferences toward hedonic-oriented products.

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“…Specifically, we investigate how consumers' judgment on haptic attributes is influenced by the interaction mode they are applying. Although some studies have investigated how different interfaces affect mental imagery [32], thinking style [39], engagement and product choice [31], empirical research investigating their impacts on consumers' product judgment still lags. Prior research has revealed that people may mistakenly consider sensory experiences that are not directly related to the focal object they are evaluating.…”

Section: Introductionmentioning

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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Getting in touch with your thinking style: How touchscreens influence purchase

Cited by 42 publications

References 29 publications

Do touch interface users feel more engaged? The impact of input device type on online shoppers’ engagement, affect, and purchase decisions

Do touch interface users feel more engaged? The impact of input device type on online shoppers’ engagement, affect, and purchase decisions

Why and When Consumers Indulge in Smartphones: The Mental Association Between Smartphones and Fun

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

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