Premium
Do touch interface users feel more engaged? The impact of input device type on online shoppers’ engagement, affect, and purchase decisions
Author(s) -
Chung Sorim,
Kramer Thomas,
Wong Elaine M.
Publication year - 2018
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21135
Subject(s) - affect (linguistics) , interface (matter) , psychology , human–computer interaction , advertising , social psychology , internet privacy , business , computer science , communication , bubble , maximum bubble pressure method , parallel computing
Over the past decade, one of the most fundamental changes in computer‐mediated environments has been the evolution in the type of input devices from mouse devices to touch interfaces. In this paper, the authors conduct three experiments to examine the underlying connections between input device types and online shoppers’ decision‐making processes in relation to affect‐driven information processing. The results show that shoppers who use a touch interface (vs. mouse) to view products demonstrate a significantly higher engagement with their shopping experience in a low‐involvement setting. Touch interface users are likely to have greater purchase intentions, as compared to mouse users, and this effect is mediated by positive affect induced by higher engagement. Using a touch interface (vs. mouse) also increases the likelihood that consumers will choose a hedonic over a utilitarian option and make an immediate purchase decision. These findings indicate that using a touch interface increases consumers’ reliance on affect‐driven information processing and has a positive impact on purchase decision processes.