Effects of dynamic product presentation, touch mode of interaction and need for touch on consumer purchase intention, attitude and website revisit intention - The mediation by mental imagery and sense of ownership

• Main Authors: Tsai, Cheng–Che, 蔡承哲
• Other Authors: Wang, Man–Ying
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/537cn5

碩士 === 東吳大學 === 心理學系 === 103 === Products presented in 3D dynamic images will generate more vivid mental imagery leading to more positive attitude than when the product was presented in 2D static images. For consumers high in their needs for touch (NFT), the lack of haptic information prevented the 3D dynamic presentation from increasing product evaluation (Choi & Taylor, 2014). An interesting question is whether the touch mode of operation affect these effects by providing haptic information. Current study was thus devised a mixed design three-factor experiment, manipulating product presentation (3D dynamic vs. 2D static), need for touch (high vs. low) and mode of operations (mouse click vs. touch screen). Participants browse the backpacks on the web store and assess the product attitude, purchase intention, and willingness revisit .The results show that product presentation interacted with the mode of operation. In the mouse condition, products presented in 3D dynamic images indeed generated significantly more positive product attitude, higher purchase intention, and higher willingness revisit than those of 2D static images whereas the effects of product presentation were absent in the touch condition. Further mediation analysis using the bootstrapping method found that the vividness of mental imagery and the subjective sense of ownership sequentially mediated the effect of product presentation on product evaluation in all but the mouse condition for high NFT participants. These findings suggest that the touch mode of operation help consumers formulate interactive imagery leading to stronger sense of ownership, in turn, positive effects on product attitudes and purchase intent. In contrast, the lack of haptic information input in mouse operation prevented the formulation of interactive imagery, resulting in the lack of sequential mediation of mental imagery and ownership for high NFT participants. Overall, this study pointed out the subtle roles of touch information in virtual environments. Implications on the design and marketing practice of online retailing were also proposed.