Skip to main content
SpringerLink
Log in

FashionTouch in E-commerce: An Exploratory Study of Surface Haptic Interaction Experiences

  • Conference paper
  • First Online:
HCI in Business, Government and Organizations (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12204))

Included in the following conference series:

Abstract

Fashion is a communicative, hands-on embodied practice. In the digital domain, however, fashion is hands-off – consumers cannot actively sense, perceive and apprehend tactile garment qualities online as they would in an offline setting. Innovations in haptic (active touch) technologies might change this situation, enriching visual and textual content with touch feedback. To date and to the authors’ best knowledge, recent research into the significance of haptic information in apparel e-commerce has not involved the use of haptic technologies. This qualitative exploratory study addressed the gap by using a novel surface haptic device to explore potential consumers’ reactions to the introduction of haptic feedback in a fashion e-commerce context. The study indicates that providing richer perceptual cues – tactile and visual – with interactive surface haptic effects, adds value to the fashion customer’s e-commerce journey, particularly at the information-gathering stage. The finding is moderated by the perceived risk of experiencing a disconnect between the digital touch experience and the actual garment feel.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 89.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Active texture exploration is defined as “the ability to infer information about object texture by using one’s fingertips to scan a surface” [19].

References

  1. Kalbaska, N., Sádaba, T., Cantoni, L.: Editorial: Fashion communication: Between tradition and digital transformation. Studies in Commun. Sci. (2018). https://doi.org/10.24434/j.scoms.2018.02.005

  2. Geczy, A., Karaminas, V.: The End of Fashion: Clothing and Dress in the Age of Globalization. Bloomsbury, London (2019)

    Book  Google Scholar 

  3. Entwistle, J.: The Fashioned Body: Fashion, Dress and Modern Social Theory. Polity Press, Cambridge (2015)

    Google Scholar 

  4. Field, T.: Touch. MIT Press, Cambridge (2014)

    Book  Google Scholar 

  5. Lederman, S.J., Klatzky, R.L.: Haptic perception: a tutorial. Atten. Percept. Psychophys. 71, 1439–1459 (2009)

    Article  Google Scholar 

  6. Shinkle, E.: Fashion’s Digital Body Seeing and Feeling in Fashion Interactives. In: Bartlett, D., Cole, S., Rocamora, A. (eds.) Fashion Media: Past and Present. Bloomsbury Academic, London (2013)

    Google Scholar 

  7. Huang, J., Guo, Y., Wang, C., Yan, L.: You touched it and I’m relieved! The effect of online review’s tactile cues on consumer’s purchase intention. J. Contemp. Mark. Sci. 2, 155–175 (2019). https://doi.org/10.1108/JCMARS-01-2019-0005

    Article  Google Scholar 

  8. Jansson-Boyd, C.V.: Perception and consumption Touch, multisensory integration and congruency. In: Jansson-Boyd, C.V., Zawisza, M.J. (eds.) Routledge International Handbook of Consumer Psychology, pp. 85–101. Routledge, Taylor & Francis Group, London (2017)

    Google Scholar 

  9. Citrin, A.V., Stem, D.E., Spangenberg, E.R., Clark, M.J.: Consumer need for tactile input. J. Bus. Res. 56, 915–922 (2003). https://doi.org/10.1016/S0148-2963(01)00278-8

    Article  Google Scholar 

  10. Ackerman, J.M.: Implications of haptic experience for product and environmental design. In: Batra, R., Seifert, C., Brei, D. (eds.) The psychology of design: creating consumer appeal, pp. 3–25. Routledge, New York (2016)

    Google Scholar 

  11. Liu, W., Batra, R., Wang, H.: Product touch and consumers’ online and offline buying: the role of mental representation. J. Retail. 93, 369–381 (2017). https://doi.org/10.1016/j.jretai.2017.06.003

    Article  Google Scholar 

  12. Manzano, R., Gavilan, D.: Autotelic and instrumental need for touch: searching for and purchasing apparel online. Int. J. Econ. Manage. Sci. 05, 2 (2016)

    Article  Google Scholar 

  13. Petit, O., Velasco, C., Spence, C.: Digital sensory marketing: integrating new technologies into multisensory online experience. J. Interact. Mark. 45, 42–61 (2019). https://doi.org/10.1016/j.intmar.2018.07.004

    Article  Google Scholar 

  14. Covaci, A., Zou, L., Tal, I., Muntean, G.-M., Ghinea, G.: Is multimedia multisensorial? - A review of mulsemedia systems. ACM Comput. Surv. 51, 1–35 (2018). https://doi.org/10.1145/3233774

    Article  Google Scholar 

  15. Chung, S., Kramer, T., Wong, E.M.: Do touch interface users feel more engaged? The impact of input device type on online shoppers’ engagement, affect, and purchase decisions. Psychol. Mark. 35, 795–806 (2018). https://doi.org/10.1002/mar.21135

    Article  Google Scholar 

  16. Gallace, A., Spence, C.: In touch with the future: The sense of touch from cognitive neuroscience to virtual reality. Oxford University Press, Oxford (2014)

    Book  Google Scholar 

  17. Bossomaier, T.R.J.: Introduction to the Senses: from Biology to Computer Science. Cambridge University Press, Cambridge (2012)

    Book  Google Scholar 

  18. Culbertson, H., Schorr, S.B., Okamura, A.M.: Haptics: the present and future of artificial touch sensation. Annu. Rev. Control Robot. Auton. Syst. 1, 385–409 (2018). https://doi.org/10.1146/annurev-control-060117-105043

    Article  Google Scholar 

  19. O’Doherty, J.E., Shokur, S., Medina, L.E., Lebedev, M.A., Nicolelis, M.A.L.: Creating a neuroprosthesis for active tactile exploration of textures. PNAS 116, 21821–21827 (2019). https://doi.org/10.1073/pnas.1908008116

    Article  Google Scholar 

  20. Ornati, M.: Touching the cloth: haptics in fashion digital communication. In: Kalbaska, N., Sádaba, T., Cominelli, F., Cantoni, L. (eds.) Fashion Communication in the Digital Age, pp. 254–258. Springer International, Cham (2019). https://doi.org/10.1007/978-3-030-15436-3_23

    Chapter  Google Scholar 

  21. Bayousuf, A., Al-Khalifa, H.S., Al-Salman, A.: Haptics-based systems characteristics, classification, and applications. In: Mehdi Khosrow-Pour, D.B.A., (ed.) Advanced Methodologies and Technologies in Artificial Intelligence, Computer Simulation, and Human-Computer Interaction, pp. 778–794. IGI Global, Hershey (2019)

    Google Scholar 

  22. Riedel, A., Mulcahy, R.F.: Does more sense make sense? An empirical test of high and low interactive retail technology. J. Serv. Mark. 33, 331–343 (2019). https://doi.org/10.1108/JSM-12-2017-0435

    Article  Google Scholar 

  23. Van Kerrebroeck, H., Willems, K., Brengman, M.: Touching the void: Exploring consumer perspectives on touch-enabling technologies in online retailing. Int. J. Retail Distrib. Manage. 45, 892–909 (2017). https://doi.org/10.1108/IJRDM-09-2016-0156

    Article  Google Scholar 

  24. Rodrigues, T., Silva, S.C., Duarte, P.: The value of textual haptic information in online clothing shopping. J. Fashion Mark. Manage. 21, 88–102 (2017). https://doi.org/10.1108/JFMM-02-2016-0018

    Article  Google Scholar 

  25. Kim, J., Forsythe, S.: Sensory enabling technology acceptance model (SE-TAM): A multiple-group structural model comparison. Psychol. Mark. 25, 901–922 (2008). https://doi.org/10.1002/mar.20245

    Article  Google Scholar 

  26. Cyr, J.: Focus Groups for the Social Science Researcher. Cambridge University Press, Cambridge (2019)

    Book  Google Scholar 

  27. Barbour, R.S.: Doing focus groups. Sage, Los Angeles (2018)

    Google Scholar 

  28. Amed, I., Balchandani, A., Beltrami, M., Berg, A., Hedrich, S., Rölkens, F.: The State of Fashion 2019, vol. 108. McKinsey & Company, New York (2019)

    Google Scholar 

  29. Peck, J., Childers, T.L.: Individual differences in haptic information processing: the “Need for Touch” scale. J. Consum. Res. 30, 430–442 (2003)

    Article  Google Scholar 

  30. Sandelowski, M.: Whatever happened to qualitative description? Res. Nurs. Health 23, 334–340 (2000)

    Article  Google Scholar 

  31. Savin-Baden, M., Major, C.H.: Qualitative Research: The Essential Guide to Theory and Practice. Routledge, Milton Park (2012)

    Google Scholar 

  32. What is Webrooming? Definition from Techopedia. https://www.techopedia.com/definition/31036/webrooming. Access 26 Jan 2020

  33. Il Quotidiano: Toccare con il Tablet (2019). https://www.rsi.ch/la1/programmi/informazione/il-quotidiano/Il-Quotidiano-12141646.html

  34. Obrist, M., Gatti, E., Maggioni, E., Vi, C.T., Velasco, C.: Multisensory experiences in HCI. IEEE Multimedia 24, 9–13 (2017). https://doi.org/10.1109/MMUL.2017.33

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Università della Svizzera italiana, Via G. Buffi 13, 6904, Lugano, Switzerland

    Michela Ornati & Lorenzo Cantoni

  2. University of Applied Sciences and Arts of Southern Switzerland (SUPSI), Via Cantonale 16e, 6928, Manno, Switzerland

    Michela Ornati

Authors
  1. Michela Ornati
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Lorenzo Cantoni
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Michela Ornati .

Editor information

Editors and Affiliations

  1. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  2. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Ornati, M., Cantoni, L. (2020). FashionTouch in E-commerce: An Exploratory Study of Surface Haptic Interaction Experiences. In: Nah, FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science(), vol 12204. Springer, Cham. https://doi.org/10.1007/978-3-030-50341-3_37

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-50341-3_37

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50340-6

  • Online ISBN: 978-3-030-50341-3

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation