Perception of psychological ownership and sense of touch through direct and indirect touching of products displayed on a screen

Abstract

Smartphones and tablets, equipped with touch screens, have revolutionized the way consumers interact with products during online shopping. Touching physical products in stores affects the consumer experience and product evaluation, resulting in an inference of similar effects when touching products through digital devices. However, interacting with products digitally does not always involve the fingers touching the images of a product through a screen; this differs from touching objects physically. This study compared the effects of touch on product evaluation between touching products directly by placing a finger on product images and touching products indirectly using a virtual joystick displayed on a screen. The findings showed that direct touch increases psychological ownership levels, shopping enjoyment, and touch sense than indirect touch. However, the endowment effect was not significantly different. This study also examined the effects of touch on preference through a two-alternative forced choice task between items involving direct and indirect touch conditions. The results showed that items touched directly were chosen more frequently, thereby suggesting increased preference levels for items through direct touch. These results suggest that forms of interactive contact with objects using a touch screen affect user experience and object valuation.