'Touch it, swipe it, shake it': Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?

Rory Mulcahy; Aimee Riedel

doi:10.1016/j.jretconser.2018.05.011

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'Touch it, swipe it, shake it': Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?

Journal article

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'Touch it, swipe it, shake it': Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?

Rory Mulcahy and Aimee Riedel

Journal of Retailing and Consumer Services, Vol.54, 101613

2020

DOI: https://doi.org/10.1016/j.jretconser.2018.05.011

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Abstract

haptic touch

mobile retailing

sensory marketing

interactivity

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 Law
Aimee Riedel (Author) - Queensland University of Technology
Publication details: Journal of Retailing and Consumer Services, Vol.54, 101613
Publisher: Pergamon
Date published: 2020
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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Collaboration types: Domestic collaboration
Web Of Science research areas: Business