‘Touch it, swipe it, shake it’: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?

• Published in: Journal of retailing and consumer services 2020-05, Vol.54, p.101613, Article 101613
• Main Authors: Mulcahy, Rory Francis, Riedel, Aimee S.
• Format: Article
• Language: English
• Subjects: Haptic touch; Interactivity; Mobile retailing; Sensory marketing
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2018.05.011

This article illustrates that haptic touch, the sensation of gaining and sending information through the hand, can improve mobile retailing advertisements’ effectiveness. To date, (haptic) touch has been predominantly thought of as a sensation only possible for physical retail settings, with limited theoretical or empirical evidence of its existence in mobile retailing advertising in the current literature. This study presents a model which includes interactivity, value, involvement, brand attitude and purchase intentions in a singular model for the first time. The model is comparatively examined across haptic touch (n = 303) versus non-haptic touch (n = 359) conditions using structural equation modelling (SEM) multi-group test of invariance. The findings demonstrate haptic touch improves the experience of advertisements and this strengthens purchase intentions, whereas for the non-haptic touch condition, results demonstrate the actual brand being advertised should be leveraged to increase purchase intentions. These findings present a new theoretical perspective that haptic touch is now a sensation which can be engaged in mobile and digital retail settings and provides an important foundation for future research.