Our shopping behaviours change rapidly as we consume the functional features of technology. An increasing demand for digital marketing is one of the evidences for how technology has shaped shopping behaviour. For instance, with the help of image interactivity, people are now able to view the products in 3D and get a closer sense of them.
A study by Visinescu et al. showed that customers preferred using 3D shopping to 2D, because they tend to associate 3D with higher usefulness. Another study by Cano et al. used image interactivity technology and aimed at explaining the relationship between touch screen and user engagement interaction. While shopping, we have a desire to touch the things we would like to buy. For instance, we first notice a shirt, and then touch it to get a sense of how we like it. Although traditional online shopping eliminates the opportunity to touch the products, recently, image interactivity technology makes it possible to manipulate the product images in real-time with the help of product presentation techniques such as rotating, pinching and flicking with single and multi-finger gestures on the touch screens. Researchers concluded that image interactivity technology is a great opportunity to increase users’ multisensory enjoyment and their engagement.
Although digital marketing is perceived as being inconsistent with traditional shopping behaviours, new technologies such as image interactivity makes us feel as if we are in the shopping centre even when we’re physically not there. People are now more likely to reinforce their shopping behaviours and satisfaction in the digital marketing platforms by using different multi-finger gesture techniques which provides them with a more diverse list of options.
For Further Reading
Cano, M. B., Perry, P., Ashman, R., & Waite, K. (2017). The influence of image interactivity upon user engagement when using mobile touch screens. Computers in Human Behavior, 77, 406-412.
Visinescu, L. L., Sidorova, A., Jones, M. C., & Prybutok, V. R. (2015). The influence of website dimensionality on customer experiences, perceptions and behavioral intentions: An exploration of 2D vs. 3D web design. Information & Management, 52(1), 1-17.