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Perceived Control or Haptic Sensation? Exploring the Effect of Image Interactivity on Consumer Responses to Online Product Displays
Journal of Interactive Advertising Pub Date : 2020-01-02 , DOI: 10.1080/15252019.2019.1707729
Xiaohan Hu 1 , Kevin Wise 1
Affiliation  

Abstract The diffusion of image interactivity technology in online advertising has changed how people interact with mediated information. This study explores how interactive images and touch-screen interfaces influence consumer responses toward products in online shopping. Findings from two experiments showed that interactive images, compared to static images, increased consumers’ attitudes toward online retail stores (Study 1), perceived informativeness, and willingness to pay (Study 2). The effect of image interactivity was mediated by consumers’ perceived control, but not haptic sensation as implied in prior research. Theoretical and managerial implications of these findings are discussed.

中文翻译:

感觉控制或触觉?探索图像交互性对消费者对在线产品显示的响应的影响

摘要图像交互技术在在线广告中的普及改变了人们与中介信息交互的方式。这项研究探索了交互式图像和触摸屏界面如何影响消费者对在线购物产品的反应。来自两个实验的结果表明,与静态图像相比,交互式图像增加了消费者对在线零售商店的态度(研究1),感知的信息量和付款意愿(研究2)。图像交互作用的影响是由消费者的感知控制介导的,而不是先前研究所暗示的触觉。讨论了这些发现的理论和管理意义。
更新日期:2020-01-02
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