Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/147673
Title: MEDIUM EFFECTS IN CONSUMER VALUATION: A POTENTIAL MECHANISM
Authors: YAP YEE CHENG CHERYLENE
Issue Date: 2012
Citation: YAP YEE CHENG CHERYLENE (2012). MEDIUM EFFECTS IN CONSUMER VALUATION: A POTENTIAL MECHANISM. ScholarBank@NUS Repository.
Abstract: While website or application design is often deemed paramount to creating exceptional shopping experiences online, it is recently reported that consumers who shop with tablet computers are found to purchase more and place larger orders than those who use traditional personal computers (PCs). Given the affordance of touch controls that comes with tablet computers, the use of an additional sensory modality during tactile interaction with the interface may induce certain psychological mechanisms that can impact product valuation. This paper identifies anthropomorphism as a potential mechanism that can be prompted with the use of the tactile modality. An experiment is conducted to study the effect of tactile controls on anthropomorphism while exploring the moderating effects of power and loneliness. In addition, this paper examines if the degree of angularity of an object can influence anthropomorphism. Findings from the study show a significantly higher degree of anthropomorphism and willingness to pay for the object when viewed on the medium with tactile affordance (tablet computer). Anthropomorphism is also found to partially mediate the relationship between medium and willingness to pay. In addition, participants generally anthropomorphise the angular stimulus to a greater extent than the rounded stimulus, suggesting a possibility that morphological similarity may not be the only cue to elicit agent knowledge in driving anthropomorphism. These findings point to a need for more touch opportunities in designing commercial websites or applications and to consider shoppers’ psychological states when designing the shape of a product. The paper also serves as basis for future studies on anthropomorphism, related medium effects and product valuations.
URI: http://scholarbank.nus.edu.sg/handle/10635/147673
Appears in Collections:Bachelor's Theses

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