Embodied Persuasion: How Holding Your Smartphone Changes Your Product Perception
时 间：2017年6月7日（周三）下午 13:30-15:00
地 点：浙江大学紫金港校区行政楼1002会议室
主讲人：Dr. Shen Yi, National University of Singapore
主持人：陈熹教授，浙江大学管理学院
摘 要:
Online shopping through mobile devices has dramatically increased worldwide. This research investigates the role embodied interactions may play in stimulating virtual product experience in mobile commerce settings. Drawing on research on virtual product experience and embodied cognition, we hypothesize that holding a mobile device in hands (versus putting the mobile device on the table) is more likely to create an illusion that the products being viewed are actually present in the real world and to stimulate imagery consumption experience, leading to higher purchase intention and choice satisfaction. This effect is more salient for desirable products than for undesirable products. We describe an experiment design for testing the hypotheses, report preliminary data analysis results, and discuss the potential theoretical and practical implications of this study.
主讲人简介：
Shen Yi is a PhD Candidate in the Department of Information Systems at the National University of Singapore. She received her Bachelor of Computing in Information Systems from the National University of Singapore in 2012. Her research interests include human-computer interaction, multi-sensory interaction, embodied interaction, and social media marketing and analytics. Her research works have been published in leading IS conferences such as International Conference on Information Systems (ICIS).
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