Journal article
'Touch it, swipe it, shake it': Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?
Journal of Retailing and Consumer Services, Vol.54, 101613
2020
Abstract
This article illustrates that haptic touch, the sensation of gaining and sending information through the hand, can improve mobile retailing advertisements' effectiveness. To date, (haptic) touch has been predominantly thought of as a sensation only possible for physical retail settings, with limited theoretical or empirical evidence of its existence in mobile retailing advertising in the current literature. This study presents a model which includes interactivity, value, involvement, brand attitude and purchase intentions in a singular model for the first time. The model is comparatively examined across haptic touch (n = 303) versus non-haptic touch (n = 359) conditions using structural equation modelling (SEM) multi-group test of invariance. The findings demonstrate haptic touch improves the experience of advertisements and this strengthens purchase intentions, whereas for the non-haptic touch condition, results demonstrate the actual brand being advertised should be leveraged to increase purchase intentions. These findings present a new theoretical perspective that haptic touch is now a sensation which can be engaged in mobile and digital retail settings and provides an important foundation for future research.
Details
- Title
- 'Touch it, swipe it, shake it': Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?
- Authors
- Rory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawAimee Riedel (Author) - Queensland University of Technology
- Publication details
- Journal of Retailing and Consumer Services, Vol.54, 101613
- Publisher
- Pergamon
- DOI
- 10.1016/j.jretconser.2018.05.011
- ISSN
- 0969-6989
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99451109702621
- Output Type
- Journal article
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