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Product touch in the real and digital world: How do consumers react?

机译：现实和数字世界中的产品接触：消费者如何反应？

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摘要

This research examines how touching (versus not touching) tactile-functional products-namely those that provide a tactile feedback related to their utilitarian characteristics-affects these products' expected ease of use, as well as consumers' attitudes and intentions toward them. Three experimental studies investigated these effects by focusing on consumer electronics. Study 1 shows that product touch positively affects consumer attitude toward tactile-functional products via an increase of said products' expected ease of use. Study 2 reveals that such an effect is moderated by consumers' instrumental need for touch, that is, their propensity to touch products for diagnostic reasons. Study 3 demonstrates that even the mere imagination of product touch (vicarious touch) can boost the expected ease of using tactile-functional products and consumers' intentions toward them. Thus, traditional and online retailers should be aware of the importance of actual and imagined product touch when striving to effectively market such products.
机译：这项研究研究了触摸（而不是不触摸）触觉功能产品（即提供与其功利性特征相关的触觉反馈的产品）如何影响这些产品的预期易用性以及消费者对它们的态度和意图。三项实验研究着眼于消费电子产品，研究了这些影响。研究1显示，产品触觉会通过增加产品预期的易用性，正面影响消费者对触觉功能产品的态度。研究2显示，这种影响由消费者对触摸的工具性需求（即，出于诊断原因而触摸产品的倾向）减轻。研究3表明，即使仅凭产品触觉（各种触摸）的想象力，也可以提高使用触觉功能产品的预期便利性以及消费者对它们的使用意图。因此，传统和在线零售商在努力有效营销此类产品时应意识到实际和想象中的产品接触的重要性。

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