HAPshop: How haptic information affects consumers’ purchase intentions toward online products

Abstract

While numerous researchers from different disciplines have contributed to understanding the role of haptic information in the digital context, few have adopted a comprehensive approach that spans device development to consumer reactions. To address this gap, the current study developed the HAPshop system, a 3D mouse-shaped haptic device that delivers haptic information about a product in a digital setting, and investigated its impact on consumer psychology and behavior during online shopping. The HAPshop can calculate two-dimensional tangential frictional force and one-dimensional normal height changes to deliver 3D tactile information about products to consumers. The study demonstrated that providing haptic information through the HAPshop can enhance positive consumer responses. Through a behavioral lab experiment and sequential mediation analysis, we demonstrated that physical haptic information delivered through HAPshop leads to a sense of spatial proximity between the consumer and product, increased product elaboration during the shopping experience, and greater certainty in their evaluation of the product. This ultimately translates into a higher purchase likelihood toward consumers’ favorable product. These findings contribute to the literature on human-computer interaction (HCI) and consumer psychology by providing an interdisciplinary understanding of device development and consumer reactions, bridging the existing research gap across various disciplines.