Touchable Apps: Exploring the Usage of Touch Features and Their Impact on Engagement

Touch has become an inseparable element of mobile platforms. This study examines the use of different touch features and the impact of these touch gestures on consumer engagement with a mobile shopping app. We focus on three informational touch features that are common among shopping apps: touch to zoom in on a page (zoom-page), to view product details (product-view), and to be directed to outside links (open-webpage). We develop a two-level...