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Can you see the feel The absence of tactile cues in clothing e commerce impairs consumer decision making.pdf (2.09 MB)

Can you see the feel? The absence of tactile cues in clothing e-commerce impairs consumer decision making

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journal contribution
posted on 2023-06-30, 15:14 authored by Julia Wilfling, George HavenithGeorge Havenith, Margherita Raccuglia, Simon HodderSimon Hodder

The lack of sensorial input in the e-commerce domain impairs consumers’ online apparel purchases. Therefore, it is important to identify possible compensatory cues to present the ‘feel’ of a garment in an enhanced way. This study investigates how visual interpretation of the feel of fabrics is related to the actual feel. Haptic textile attributes of seven fabric swatches were quantified in an online questionnaire (part I), simulating an online shopping experience. Separately, a physical assessment of samples mailed to participants (part II), simulating an in-person shopping experience, was performed. Part I and II comprised 20 participants each. No robust significant difference was found between sex. The comparison of the visual only and the visual-haptic assessment showed higher variability and lower scores of the haptic attributes in the visual only session. Especially textile surface structure related haptic attributes could not be conveyed visually and needed tactile sensory input to assess. 

History

School

  • Design and Creative Arts

Department

  • Design

Published in

International Journal of Fashion Design, Technology and Education

Volume

16

Issue

2

Pages

224-233

Publisher

Informa UK Limited

Version

  • VoR (Version of Record)

Rights holder

© The Author(s)

Publisher statement

This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.

Acceptance date

2022-11-26

Publication date

2022-12-08

Copyright date

2022

ISSN

1754-3266

eISSN

1754-3274

Language

  • en

Depositor

Prof George Havenith. Deposit date: 13 December 2022

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