Perceived Control or Haptic Sensation? Exploring the Effect of Image Interactivity on Consumer Responses to Online Product Displays

The diffusion of image interactivity technology in online advertising has changed how people interact with mediated information. This study explores how interactive images and touch-screen interfaces influence consumer responses toward products in online shopping. Findings from two experiments showed that interactive images, compared to static images, increased consumers’ attitudes toward online retail stores (Study 1), perceived informativeness, and willingness to pay (Study 2). The effect of image interactivity was mediated by consumers’ perceived control, but not haptic sensation as implied in prior research. Theoretical and managerial implications of these findings are discussed.