Research on Perceived Value and Usage Intention of Tactile Interactive Advertising Among Consumers

With the maturity of haptic technology and complex systems, tactile interaction has gradually become realized through specific hardware and software configurations in the e-commerce and business industries. As an innovative form depending on haptic systems, tactile interactive advertising could help both advertisers and consumers enhance the haptic experience of products through technology-mediated virtual environments and provide tactile information for purchase decision making that relies on restoring the real sense of touch. On the basis of the value-based adoption model (VAM) and the need for touch (NFT) from a preference for haptic information in a system, we conduct quantitative research and construct a partial least squares structural equation model, which aims to study the influencing factors that characterize the user preference of tactile interactive advertisements empowered by haptic systems among Chinese consumers. A total of 509 valid questionnaires were collected through online and offline channels. The study revealed that the perceived enjoyment (PE) and telepresence (TEL) of tactile interactive advertisements as benefit factors positively influence the perceived value (PV) and that the perceived fee (PF) as a sacrifice factor negatively influences PV, which further impacts the attitude and intention to use (IU). In addition, the study verified that a higher NFT positively affected PE, PU, and PF and IU for the perception of tactile interactive advertising. Through this study, we aim to provide insights from a consumer perspective to enhance the advertising effect and user experience through tactile interaction in further e-commerce, which transforms how we interact with digital systems and virtual environments.