Touch Sensations in an Online Store. The Influence of Image Interactivity on Emotional Experience and Product Evaluation

In this study we build upon the persuasiveness of touch in product evaluations and extend it to an online store environment. We explore the contribution of image interactivity in mediated product experiences to perceived diagnosticity (i.e. the extent to which the shopping experience is deemed as helpful to evaluate the product), and emotional experience. Results of an experimental study (n=67) reveal that, compared to a static interface, an interface with image interactivity to simulate stroking gestures led to higher levels of perceived diagnosticity and more favorable emotional responses. Additionally, little differences were observed between an interactive interface and actual touch. We also explore the moderating role of an individual’s need for touch and conclude that an interactive interface is especially effective for consumers high in need of touch