The magic of vibrotactile feedback: How vibrotactile feedback enhances consumer anticipated satisfaction through perceived ownership

Jiayuan Li, Kirsten Cowan

Research output: Contribution to conferencePaper

Abstract / Description of output

Marketers have enhanced sensorial aspects of shopping online, such as providing vibrations through mobile devices. Though, it remains unclear how adding such vibrotactile feedback affects consumer decision-making. Thus, this research answers the following questions. Does adding vibrotactile feedback result in more purchase satisfaction? And if so, why? Through an online survey and two online experiments, this research finds that adding vibrotactile feedback can increase consumers’ anticipated satisfaction. While the survey revealed that the feedback increases attention, mood, and perceived ownership, the experiments specifically provide evidence that anticipated satisfaction is increased because perceived ownership. This research contributes to the literature on technology-mediated touch in digital shopping environments and has practical applications for digital retailing.
Original languageEnglish
Publication statusPublished - May 2023
EventAcademy of Marketing Science - New Orleans, United States
Duration: 17 May 202319 May 2023

Conference

ConferenceAcademy of Marketing Science
Country/TerritoryUnited States
CityNew Orleans
Period17/05/2319/05/23

Keywords / Materials (for Non-textual outputs)

  • haptics
  • vibrotactile feedback
  • technology-mediated touch
  • perceived ownership
  • anticipated satisfaction

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