Consumers’ Willingness to Pay for Tactile Impressions: A Study Using Smartphone Covers
Consumers’ Willingness to Pay for Tactile Impressions: A Study Using Smartphone Covers
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消费者为触觉付费的意愿：一项使用智能手机保护套的研究
DOI：
10.1109/access.2022.3197891
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发表时间：
2022
期刊：
影响因子：
3.9
通讯作者：
Ebara Ryouko
中科院分区：
文献类型：
--
作者：
Kadoya Yoshihiko;Khan Mostafa Saidur Rahim;Watanapongvanich Somtip;Fukada Masahiro;Kurita Yuichi;Takahashi Masato;Machida Hideyasu;Yarimizu Kiyotaka;Kimura Nanako;Sakurai Hiroko;Nakamura Kenji;Ebara Ryouko
本研究探讨触觉印象如何影响消费者购买产品的意愿。我们使用了来自日本一所大型大学的139名学生和工作人员的样本。同时也是智能手机保护套消费者的参与者被要求分享他们在参考智能手机保护套价格为100日元或1，000日元（1000日元= 7.89欧元）时，对具有四种表面纹理（A，B，C和D）的智能手机保护套的支付意愿。智能手机保护套通过表面光滑度、高度、滑度、湿度、粒度、粘性和干燥度来区分。结果显示，受访者愿意为大多数纹理支付溢价。此外，我们的研究发现，消费者愿意支付的表面纹理取决于人口和社会经济特征。这项研究的结果为触觉印象的价值提供了初步证据，为未来更全面的研究奠定了基础。
This study examines in what way tactile impressions affect consumers’ willingness to pay for a product. We used a sample of 139 students and staff from a large university in Japan. Participants, who are also consumers of smartphone covers, were asked to share their willingness to pay for smartphone covers with four types of surface textures (A, B, C, and D) when the reference smartphone cover price was either 100 yen or 1,000 yen (1000 yen = 7.89 EUR). The smartphone covers were differentiated by surface smoothness, height, slipperiness, dampness, granularity, stickiness, and dryness. The results showed that respondents were willing to pay a premium for most of the textures. Furthermore, our study found that consumers’ willingness to pay for a surface texture depends on demographic and socio-economic features. This study’s results provide preliminary evidence on the value of tactile impressions, providing a foundation for more comprehensive studies in the future.