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

Published on Nov 1, 2018in Journal of Interactive Marketing4.69
· DOI :10.1016/j.intmar.2018.06.001
Savannah Wei Shi3
Estimated H-index: 3
(Santa Clara University),
Kirthi Kalyanam15
Estimated H-index: 15
(Santa Clara University)
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 model that captures (1) consumers' decisions to stay with or leave an app and (2) their use of touch features. Our main results empirically demonstrate the strong explanatory power of informational touch gestures, especially their dwell time, in consumer app browsing decisions, whereas navigational touch gestures do not significantly affect app stay likelihood. A longer dwell time and early use of zoom-page within a session encourage the stay. Moreover, we observe strong synergy and antergy (negative synergy) among these touch gestures. The cumulative dwell time and temporal progression of touch gestures affect subsequent touch feature usage. Managerially, our results suggest that an early intervention that encourages the use of zoom-page increases app stay likelihood, and marketers may apply our model to quantify the impact of such interventions on consumer browsing decisions at the individual level. The results also shed light on how marketers can infer the stage of the shopping process based on touch gestures (segmentation) and guide consumers through the purchase funnel by promoting the use of zoom-page and product-view. Lastly, the findings provide insights into how marketers can promote the use of open-webpage, which has the lowest baseline usage rate yet is crucial for transactions, based on the synergy among touch gestures and through improving the non-native browsing experience.
  • References (24)
  • Citations (2)
Sep 30, 2013 in SIGDOC (International Conference on Design of Communication)
#1Lucia Mačková Tokárová (Masaryk University)H-Index: 2
#2Melius Weideman (Cape Peninsula University of Technology)H-Index: 10
#1Joerg Koenigstorfer (PSU: Pennsylvania State University)H-Index: 12
#2Andrea Groeppel-Klein (Saarland University)H-Index: 9
Jun 25, 2012 in CAiSE (Conference on Advanced Information Systems Engineering)
#1Jens Kolb (University of Ulm)H-Index: 12
#2Benjamin Rudner (University of Ulm)H-Index: 2
Last.Manfred Reichert (University of Ulm)H-Index: 58
view all 3 authors...
Oct 16, 2011 in UIST (User Interface Software and Technology)
#1Seongkook Heo (KAIST)H-Index: 10
#2Geehyuk Lee (KAIST)H-Index: 16
#1Joann Peck (UW: University of Wisconsin-Madison)H-Index: 15
#2Suzanne B. Shu (UCLA: University of California, Los Angeles)H-Index: 13
View next paperThe influence of image interactivity upon user engagement when using mobile touch screens