Although touchscreens are quickly becoming the primary means of accessing content online, research into influences of touch interfaces on online consumer perceptions and behaviors is at present limited. This study investigated whether varying the degree of interface touch (i.e., ‘direct’ touchscreen vs. ‘indirect’ mouse) elicits differences in perceived psychological ownership and endowment of chosen products – taking into account potential moderating roles of object interactivity (i.e., static 2D vs. rotating 360° 3D product images) and autotelic “Need For Touch” [NFT], as well as additional effects on online shopping enjoyment. Findings from an online grocery shopping experiment confirm a meaningful interaction between touchscreen interfaces and high interactivity images in increasing ownership feelings and subsequent product valuations across food product types. Results showed no evidence for a main effect of interface touch nor moderating role of autotelic NFT on perceived psychological ownership. However, both interface touch and object interactivity predicted online shopping enjoyment independent of product category, with individuals – especially those high in autotelic NFT – experiencing greater enjoyment within the touchscreen and high interactivity conditions respectively.

中文翻译：

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在虚拟世界中购买产品：为什么触觉和视觉在塑造消费者认知和态度方面同样重要

尽管触摸屏正迅速成为访问在线内容的主要手段，但目前对触摸界面对在线消费者感知和行为的影响的研究还很有限。本研究调查了不同程度的界面触摸（即“直接”触摸屏与“间接”鼠标）是否会引起感知心理所有权和所选产品的禀赋差异——考虑到对象交互性的潜在调节作用（即静态 2D与旋转 360° 3D 产品图像）和自动“Need For Touch”[NFT]，以及对在线购物享受的额外影响。在线杂货店购物实验的结果证实了触摸屏界面和高交互性图像之间的有意义的交互，可以增加对食品类型的拥有感和随后的产品估值。结果表明，没有证据表明界面触摸的主要影响或自动 NFT 对感知心理所有权的调节作用。然而，界面触摸和对象交互性都预测了与产品类别无关的在线购物享受，个人——尤其是那些在自动 NFT 中高的人——分别在触摸屏和高交互条件下体验了更大的享受。