Issue
Authors retain the copyright without restrictions for their published content in this journal. HSSR is a SHERPA ROMEO Green Journal.
Publishing License
This is an open-access article distributed under the terms of
THE INFLUENCE OF PRODUCT PRESENTATION MODE AND ACADEMIC MAJOR ON THE MOTIVATION OF HAPTIC
Corresponding Author(s) : Chih-Long Lin
Humanities & Social Sciences Reviews,
Vol. 6 No. 2 (2018)
Abstract
Purpose of the study: This study was aimed to investigate the effect of product presentation mode and education background of the subject on the willingness of touch, preferences and visual imagery.
Methodology: A total of 60 students were recruited to participate. The independent variables included product presentation mode (physical products, backgrounds removed image, scenario photo) and academic major of the subject (design major or management major). Three different kind dependent variables were measured in the study. On physical product condition, one sample was placed in front of subjects at a time. Both backgrounds removed image and scenario photo conditions, the subjects view experimental photos through a 22-inch LCD screen. They watched the sample item for 10 seconds and then were asked to assess the subjective questionnaire.
Main Findings: The study results showed that when watching a physical product, the motivation of touch was greatest. The scenario photo generated more positive feelings and resulted in higher preference rating. The willingness of touch, preference and sensory ratings of management major students were higher than design major students.
Applications of this study: The findings of this study can serve as a reference for enterprises to properly present products on web pages in order to increase consumers’ motivation to touch and preference.
Novelty/Originality of this study: This study reinforces construction of a model of motivation to touch, and find that product presentation mode significant affect motivation to touch, preference and novelty feeling.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- Breckler, S. J., & Wiggins, E. C. (1991). Cognitive responses in persuasion: Affective and evaluative determinants. Journal of Experimental Social Psychology, 27(2), 180-200. DOI: https://doi.org/10.1016/0022-1031(91)90021-W
- Carlos, F., Raquel, G., & Carlos, O. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour 15, 459-476. DOI: https://doi.org/10.1002/cb.1585
- Chen, S. J., Chien, C.-W., & Lin, C. L. (2014). The influence of age and object form on the motivation of haptic. Paper presented at the the 4th International Conference on Healthcare System Ergonomics and Patient Safety (HEPS2014), Taipei, Taiwan.
- Chen, S. J., Lin, C. L., & Chien, C. W. (2013).The Influence of the Nature of Need for Touch, Handcraft Material and Material Color on the Motivation for Touch. Paper presented at the 15th International Conference on Human-Computer Interaction (HCI 2013), Las Vegas, USA. DOI: https://doi.org/10.1007/978-3-642-39143-9_31
- Chen, Y. C. (2012). A Study of Vision-induced Tactile Enticement. National Cheng Kung University, Tainan City.
- Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer Behavior in a Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 24, 86-95. DOI: https://doi.org/10.1016/j.intmar.2010.02.005
- Djamasbi, S., Siegel, M., and Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68, 307-323. DOI: https://doi.org/10.1016/j.ijhcs.2009.12.006
- Häubl, G., & Trifts, V. (2000). Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. Marketing Science, 19, 4-21. DOI: https://doi.org/10.1287/mksc.19.1.4.15178
- Hernandez, J. M. d. C., Wright, S. A., & Ferminiano Rodrigues, F. (2015). Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages. Journal of Advertising, 44, 243-253. DOI: https://doi.org/10.1080/00913367.2014.967425
- Holbrook, M. B. (1983). On the importance of using real products in research on marketing strategy. Journal of retailing, 59(1), 4-23.
- Lee, C.-T. (2016). Brand, appeal type and product detail page design-The effect of mental imagery and psychological ownership. Soochow University, Taipei City.
- Leiss, W., Kline, S., and Jhally, S. (1997). Social Communication in Advertising: persons, products & images of well-being. Routledge: New York, USA.
- Liang, B., Runyan, R. C., and Fu, W. (2011). The effect of culture on the context of ad pictures and ad persuasion: The role of contextâ€dependent and contextâ€independent thinking. International Marketing Review, 28, 412-434. DOI: https://doi.org/10.1108/02651331111149958
- Lin, C.L. (2018). The Effect of Object Form and Tactile Enticement Material on the Motivation of Haptic. International Journal of Liberal Arts and Social Science, 6(5), 8-16.
- Lin, C. L., & Chen, S. J. (2011). The influence of product characteristic and need for touch on the motivation of haptic. Paper presented at the 2011 Conference of TIK (Taiwan Institute Kansei)(TIK 2011), Kaohsiung, Taiwan.
- Lin, C. L., & Chen, S. J. (2012a). The influence of handcraft materials and colors on the motivation of touch. Paper presented at the 19th Annual Meeting & Conference of Ergonomics Society of Taiwan, Kaohsiung, Taiwan.
- Lin, C. L., & Chen, S. J. (2012b). The influence of material colors and the nature of need for touch on the motivation of touch. Paper presented at the Asian Basic Design Forum, New Taipei City, Taiwan.
- Lin, C. L., & Chen, S. J. (2016).The Influence of the smart phone type and tactile enticement material on the motivation of touch. Paper presented at the The Asian Conference on the Arts and Humanities (ACAH2016), Kobe, Japan.
- Millar, M., & Tesser, A. (1986). Thought-Induced Attitude Change: The Effects of Schema Structure and Commitment. Journal of Personality and Social Psychology, 51(259-269). DOI: https://doi.org/10.1037/0022-3514.51.2.259
- Peck, J., & Childers, T. L. (2003a). Individual Differences in Haptic Information Processing: The “Need for Touch†Scale. Journal of Consumer Research, 30(3), 430-442. doi: doi:10.1086/378619 DOI: https://doi.org/10.1086/378619
- Peck, J., & Childers, T. L. (2003b). To Have and to Hold: The Influence of Haptic Information on Product Judgments. The Journal of Marketing, 67(2), 35-48. DOI: https://doi.org/10.1509/jmkg.67.2.35.18612
- Peck, J., & Wiggins, J. (2006). It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing, 70, 56-69. DOI: https://doi.org/10.1509/jmkg.70.4.56
- Schlosser, A.E.(2003). Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions. Journal of Consumer Research, 30, 184-198. DOI: https://doi.org/10.1086/376807
References
Breckler, S. J., & Wiggins, E. C. (1991). Cognitive responses in persuasion: Affective and evaluative determinants. Journal of Experimental Social Psychology, 27(2), 180-200. DOI: https://doi.org/10.1016/0022-1031(91)90021-W
Carlos, F., Raquel, G., & Carlos, O. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour 15, 459-476. DOI: https://doi.org/10.1002/cb.1585
Chen, S. J., Chien, C.-W., & Lin, C. L. (2014). The influence of age and object form on the motivation of haptic. Paper presented at the the 4th International Conference on Healthcare System Ergonomics and Patient Safety (HEPS2014), Taipei, Taiwan.
Chen, S. J., Lin, C. L., & Chien, C. W. (2013).The Influence of the Nature of Need for Touch, Handcraft Material and Material Color on the Motivation for Touch. Paper presented at the 15th International Conference on Human-Computer Interaction (HCI 2013), Las Vegas, USA. DOI: https://doi.org/10.1007/978-3-642-39143-9_31
Chen, Y. C. (2012). A Study of Vision-induced Tactile Enticement. National Cheng Kung University, Tainan City.
Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer Behavior in a Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 24, 86-95. DOI: https://doi.org/10.1016/j.intmar.2010.02.005
Djamasbi, S., Siegel, M., and Tullis, T. (2010). Generation Y, web design, and eye tracking. International Journal of Human-Computer Studies, 68, 307-323. DOI: https://doi.org/10.1016/j.ijhcs.2009.12.006
Häubl, G., & Trifts, V. (2000). Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. Marketing Science, 19, 4-21. DOI: https://doi.org/10.1287/mksc.19.1.4.15178
Hernandez, J. M. d. C., Wright, S. A., & Ferminiano Rodrigues, F. (2015). Attributes Versus Benefits: The Role of Construal Levels and Appeal Type on the Persuasiveness of Marketing Messages. Journal of Advertising, 44, 243-253. DOI: https://doi.org/10.1080/00913367.2014.967425
Holbrook, M. B. (1983). On the importance of using real products in research on marketing strategy. Journal of retailing, 59(1), 4-23.
Lee, C.-T. (2016). Brand, appeal type and product detail page design-The effect of mental imagery and psychological ownership. Soochow University, Taipei City.
Leiss, W., Kline, S., and Jhally, S. (1997). Social Communication in Advertising: persons, products & images of well-being. Routledge: New York, USA.
Liang, B., Runyan, R. C., and Fu, W. (2011). The effect of culture on the context of ad pictures and ad persuasion: The role of contextâ€dependent and contextâ€independent thinking. International Marketing Review, 28, 412-434. DOI: https://doi.org/10.1108/02651331111149958
Lin, C.L. (2018). The Effect of Object Form and Tactile Enticement Material on the Motivation of Haptic. International Journal of Liberal Arts and Social Science, 6(5), 8-16.
Lin, C. L., & Chen, S. J. (2011). The influence of product characteristic and need for touch on the motivation of haptic. Paper presented at the 2011 Conference of TIK (Taiwan Institute Kansei)(TIK 2011), Kaohsiung, Taiwan.
Lin, C. L., & Chen, S. J. (2012a). The influence of handcraft materials and colors on the motivation of touch. Paper presented at the 19th Annual Meeting & Conference of Ergonomics Society of Taiwan, Kaohsiung, Taiwan.
Lin, C. L., & Chen, S. J. (2012b). The influence of material colors and the nature of need for touch on the motivation of touch. Paper presented at the Asian Basic Design Forum, New Taipei City, Taiwan.
Lin, C. L., & Chen, S. J. (2016).The Influence of the smart phone type and tactile enticement material on the motivation of touch. Paper presented at the The Asian Conference on the Arts and Humanities (ACAH2016), Kobe, Japan.
Millar, M., & Tesser, A. (1986). Thought-Induced Attitude Change: The Effects of Schema Structure and Commitment. Journal of Personality and Social Psychology, 51(259-269). DOI: https://doi.org/10.1037/0022-3514.51.2.259
Peck, J., & Childers, T. L. (2003a). Individual Differences in Haptic Information Processing: The “Need for Touch†Scale. Journal of Consumer Research, 30(3), 430-442. doi: doi:10.1086/378619 DOI: https://doi.org/10.1086/378619
Peck, J., & Childers, T. L. (2003b). To Have and to Hold: The Influence of Haptic Information on Product Judgments. The Journal of Marketing, 67(2), 35-48. DOI: https://doi.org/10.1509/jmkg.67.2.35.18612
Peck, J., & Wiggins, J. (2006). It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion. Journal of Marketing, 70, 56-69. DOI: https://doi.org/10.1509/jmkg.70.4.56
Schlosser, A.E.(2003). Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions. Journal of Consumer Research, 30, 184-198. DOI: https://doi.org/10.1086/376807