| Abstract |
| The touchscreen device is now commonly found in the form of mobile phones, tablet PCs, and other devices. Varied physical and visual experiences can be experienced through touchscreens. This study intended to explore how the physical and visual experiences provided by the touchscreen would affect people through their existing associations of behavior-attitude. Previous studies have found that certain behaviors affect attitudes. In particular, the approach-avoidance behavior has been noted to influence both social and personal attitudes. It was thus deemed necessary to ascertain the approach-avoidance effect exerted by touchscreens on the attitudes of users as the technology is widely used today. Experiment 1 provided an approach-avoidance experience via a touchscreen and demonstrated that touchscreen-based approach-avoidance dragging behavior on the touchscreen can affect a user's preference and purchase intent. It was found that a product that had been approached showed both higher preference and higher purchase intent than a product that had been avoided. Experiment 2 investigated whether a similar effect would occur when only the visual experience of approach-avoidance was provided. The outcome proved that products that had been visually approached had higher scores than products that had been avoided, both in terms of preference and purchase intent. The movement of the arm on the touchscreen (Experiment 1) and the visual perception of the approach-avoidance experience (Experiment 2) were both shown to influence participants' attitudes toward products. The results of this study suggest that the behavior and perception of users may be an important factor in designing touchscreen interfaces for online shopping. |
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| Key Words |
| 접근-회피 효과, 태도 조건 형성, 체화된 인지, 이커머스, 터치스크린 기기, Approach-Avoidance Effect, Attitude Conditioning, E-Commerce, Embodied Cognition, Touch Screen Device |
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