International Textile and Apparel Association Annual Conference
International Textile and Apparel Association Annual Conference: Breaking Boundaries, November 3-6th, 2021, Virtual, Online
We examined the interplay effects of device types (touch vs. non-touch) and the tactile sensitivity (fur vs. woven) on the product attitudes mediated by the mental simulation for touch. The participants from MTurk were randomly assigned to one of two tactile conditions. Responses from those who used tablets (n=83, touch device) and laptops (n=96, non-touch device) were included in the analysis. The main effects of device types and tactile-sensitivity on the mental simulation for touch were significant. The interaction effect of device types and tactile sensitivity was also significant. Those participants seeing the less tactile-sensitive product showed greater mental simulation for touch when using a touch device (vs. non-touch device). However, those participants seeing the high tactile-sensitive product showed similar mental simulations for touch regardless of the device types. This indicates that using a touch device can strengthen the mental simulation for touch of a non-haptic centric product.
© 2021 The authors.
Published under a Creative Commons Attribution 4.0 International License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Original Publication Citation
Lee, H. & Choi, D. (2022) “Can I touch the clothes on the screen? The touch effect in online fashion shopping”, International Textile and Apparel Association Annual Conference Proceedings 78(1), 1-3. https://doi.org/10.31274/itaa.13706
Lee, Ha Kyung and Choi, Dooyoung, "Can I Touch the Clothes on the Screen? The Touch Effect in Online Shopping" (2022). STEMPS Faculty Publications. 245.