Let Your Fingers Do the Shopping: How Touchscreens Are Changing Purchase Behavior

摘要

Touchscreen technology has existed for more than 30 years, though its use mostly has been limited to ATMs, self-service kiosks, and point-of-sales terminals. However, the launch of affordable, easy-to-use touchscreen technology dramatically altered human-machine interfaces, and consumers have readily accepted this change. The way tactile uses on touchscreens affect consumer behavior and decision making in various activities is uncertain, suggesting the need for advanced tactile research. To address this gap, the current study investigates touchscreen devices and the underlying psychological drivers that contribute to consumers' responses to products presented on different devices. This study is at the forefront of the research field and develops a deeper understanding of the tactile effect in sensory marketing. Building on the literatures of tactile effects, product nature, and thinking styles, we address the following research questions: