The impact of 3d virtual haptics in marketing
The impact of 3d virtual haptics in marketing
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3D 虚拟触觉对营销的影响
DOI：
10.1002/mar.20390
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发表时间：
2011
影响因子：
6.7
通讯作者：
S. Jin
中科院分区：
文献类型：
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作者：
S. Jin
触觉输入在消费者对产品物质特性的评价中起着关键作用。利用触觉界面和力反馈设备使消费者能够感觉和操纵三维（3D）虚拟产品是市场营销和消费者行为研究中一个有前途但尚未开发的领域。本研究探讨了Novint Falcon触觉界面所创造的3D虚拟触摸，以及它在汽车互动营销中对消费者行为的影响。假设消费者的工具触摸需求（NFT）在触觉界面中起着显著的调节作用。2（触觉刺激性质：有力反馈的触觉输入与无力反馈的触觉输入）× 2（触觉取向：高NFT与低NFT）全因子被试实验结果表明，与无力反馈的触觉刺激相比，有力反馈的触觉刺激比无力反馈的触觉刺激更能积极地评价产品，更享受试驾体验，并表现出更强的品牌自我连接。讨论了本研究的理论和管理意义。©2011 Wiley期刊公司
Tactile input plays a key role in consumers' evaluation of products' substance properties. Utilization of haptic interfaces and force feedback devices that enable consumers to feel and manipulate three-dimensional (3D) virtual products is a promising but under-explored area in marketing and consumer behavior research. This study investigated 3D virtual touch created by Novint Falcon haptic interfaces and its impacts on consumer behavior in the interactive marketing of automobiles. It was hypothesized that consumers' instrumental Need for Touch (NFT) plays a significant moderating role in haptic interfaces. Results from a 2 (nature of tactile stimuli: haptic input with force feedback versus no force feedback) × 2 (haptic orientation: high NFT versus low NFT) full factorial between-subjects experiment indicated that consumers high in instrumental NFT evaluate products more positively, enjoy the test-driving experience more, and show stronger brand–self connection when there are force feedback haptic stimuli as opposed to when there is no force feedback. Theoretical and managerial implications of the study are discussed. © 2011 Wiley Periodicals, Inc.