![]() 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.ĭiscussion: 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. Mental simulation plays a mediating role in the tactile compensation effect. Haptic cues in metaphorical visual language can actively compensate for consumers’ tactile loss, thus affecting the purchase intention. 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. To further explore whether the moderating effect of product type holds based on Study 2. ![]() tactile experiential product) ( N = 198). object) × 2 (product type: tactile functional product vs. Study 3 also adopted a simulated experimental research approach to design a two-factor group: 2 (haptic cue: hand vs. control group ( N = 165) to investigate whether the main effect of haptic cues and the dual mediating effect of mental simulation held. 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. ![]() 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. How to realize consumer tactile compensation is a consensus problem in the field of e-commerce. Introduction: There is a common phenomenon of tactile missing in online retail. ![]() 2Jiangxi Academy of Social Sciences, Nanchang, Jiangxi, China.1School of Economics and Management, East China Jiaotong University, Nanchang, Jiangxi, China.Xionghui Leng 1 Xiaoyu Zhou 1 Shuting Wang 2* Yibin Xiang 1 ![]()
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