Journal
IEEE ACCESS
Volume 10, Issue -, Pages 85180-85188Publisher
IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC
DOI: 10.1109/ACCESS.2022.3197891
Keywords
Surface texture; Color; Surface roughness; Smart phones; Rough surfaces; Pricing; Visualization; Haptic interfaces; Consumer behavior; Smartphone cover; surface texture; tactile impressions; willingness to pay
Categories
Funding
- DIC Corporation
- JSPS KAKENHI [19K13684, 19K13739]
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This study examines how tactile impressions affect consumers' willingness to pay for a product, using the example of smartphone covers. The results show that consumers are willing to pay a premium for most of the textures and their willingness to pay depends on demographic and socio-economic features.
This study examines in what way tactile impressions affect consumers' willingness to pay for a product. We used a sample of 139 students and staff from a large university in Japan. Participants, who are also consumers of smartphone covers, were asked to share their willingness to pay for smartphone covers with four types of surface textures (A, B, C, and D) when the reference smartphone cover price was either 100 yen or 1,000 yen (1000 yen = 7.89 EUR). The smartphone covers were differentiated by surface smoothness, height, slipperiness, dampness, granularity, stickiness, and dryness. The results showed that respondents were willing to pay a premium for most of the textures. Furthermore, our study found that consumers' willingness to pay for a surface texture depends on demographic and socio-economic features. This study's results provide preliminary evidence on the value of tactile impressions, providing a foundation for more comprehensive studies in the future.
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