Purpose

For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by incorporating tactile attributes into the online clothing shopping scenario.

Design/methodology/approach

This paper presents two online shopping experiments by consumers who purchase online clothing: one experiment involves subjects browsing clothing products on a computer screen; the other one involves subjects touching the clothing fabric while browsing a corresponding product on a computer screen. Based on the stimulus–organism–response (S-O-R) model, a physiological polygraph was used to record the emotional experience of subjects under the stimuli of “sight” and “sight + touch.”

Findings

(1) Subjects had a more positive emotional arousal under the stimuli of “sight + touch”; (2) the visual merchandising of clothing and expected touch task affect subjects' overall emotional experience with clothing, and with a good visual experience and expected tactile experience, the subjects showed a more positive emotional valence under the stimuli of “sight + touch”; (3) differing from previous research, this experimental data only supports the hypothesis that the skin conductance indicator is related to the level of emotional arousal, without supporting its correlation with emotional valence. However, the heart rate indicator is correlated with emotional valence but not with emotional arousal.

Originality/value

This work proposes a way to study the tactile attributes of online clothing and enriches the theoretical framework of polygraph and the S-O-R model for the research of online experiential products, and in terms of application, it sheds light on sales strategies of online experiential products for retailers and brand owners.

中文翻译：

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线上服装触觉属性的消费者情感体验研究：来自生理测谎仪的证据

目的

对于在线体验产品，触觉属性是重要但难以实现的特性。本研究旨在通过将触觉属性纳入在线服装购物场景来探索消费者的情感体验。

设计/方法/途径

本文介绍了两个在线购买服装的消费者的在线购物实验：一个实验涉及受试者在电脑屏幕上浏览服装产品；另一个涉及受试者在电脑屏幕上浏览相应产品时触摸衣服面料。基于刺激-有机体-反应（SOR）模型，使用生理测谎仪记录受试者在“视觉”和“视觉+触觉”刺激下的情绪体验。

发现

(1)被试在“视觉+触觉”的刺激下有更积极的情绪唤起；(2)服装视觉营销和预期触觉任务影响被试对服装的整体情感体验，具有良好视觉体验和预期触觉体验的被试在“视觉+触觉”刺激下表现出更积极的情感效价；(3) 与以往研究不同的是，本实验数据仅支持皮肤电导指标与情绪唤醒水平相关的假设，不支持其与情绪效价的相关性。然而，心率指标与情绪效价相关，但与情绪唤醒无关。

原创性/价值

这项工作提出了一种研究在线服装触觉属性的方法，丰富了在线体验产品研究的测谎仪和 SOR 模型的理论框架，并在应用方面为零售商在线体验产品的销售策略提供了启示和品牌所有者。