The Use of Written Descriptions and 2D Images as Cues for Tactile Information in Online Shopping

Abstract

Despite the steady growth in the use of online platforms for purchasing products in the past few years, e-commerce faces important challenges such as the inability of physically experiencing a product, specifically the inability to obtain tactile information. In this chapter, through a qualitative exploratory study approach, the author explores the possibility of conveying tactile characteristics of a product to consumers in an online shopping environment through product presentation formats such as written descriptions and 2D images. The author highlights the potential for sensory marketing through first reviewing literature on the subject with a special focus on touch and the inability to touch in online commercial channels. The methodology is presented along with the findings of the exploratory study. A concluding discussion of findings is presented and the potential for future research in the area of image processing to enhance 2D images ability to provide tactile information is discussed to conclude the chapter.