基于手势的人机互动模式对消费者网上购物体验影响的实证研究

Despite the ubiquity of e-commerce, conveying sensible online shopping experience remains a challenge for online retailers. With the emergence of gesture-based interaction technologies (e.g., touchscreen devices and kinetic controllers), consumers could directly use their hands to interact with web interfaces, which may create an illusion of touch for consumers. Yet, inquiries into the role of consumers’ bodily interactions with e-commerce platforms via gesture-based interaction devices still lag. Drawing on the research on virtual product experience and embodied cognition, this project aims to explore how haptic perception could be evoked by various interaction modes (e.g., mouse-driven interaction, touchscreen interaction, and mid-air gesture interaction), and how the haptic perception, together with product visual support, could affect consumers' virtual product experience and purchase decisions. This research would contribute to the literature by empirically investigating the effects of gesture-based interaction, elucidating the role of haptic and visual information in stimulating consumers' virtual product experience, and highlighting the bodily and sensorimotor aspects of consumers' interaction with e-commerce platforms. This research also provides critical insights into the application of emerging gesture-based interaction modes and the design of multisensory online shopping experience.

网上购物已经成为当今最普及、方便的消费方式。然而，无法进行实物检测成为阻碍其进一步发展的瓶颈因素，是当今电子商务的一大难题。近年来，随着基于手势的交互技术的兴起和移动电子商务的普及，通过整合视觉和触觉信息模拟实物检验有望在一定程度上解决这一难题。然而，学术界对此却鲜有研究。因此，本课题拟基于虚拟产品体验和具身认知的理论角度，探索各种人机交互模式(包括鼠标、触屏手势和空中手势)如何通过影响消费者的触觉感知进而提高购物体验，并进一步研究触觉和视觉反馈对消费者虚拟产品体验和购买决策的共同作用。相关研究成果将揭示消费者与电子商务平台之间的交互模式影响消费者购物体验的作用机制，阐明触觉和视觉信息在提高消费者购物体验中的交互作用，强调消费者与电子商务平台之间的身体互动及感官体验的重要作用。为电子商务平台应用新兴人机交互模式、创建多感购物体验、提高消费者购买意愿提供理论依据和实践指导。

近年来，随着基于手势的交互技术的兴起和移动电子商务的普及，学术界和企业界都在探索如何在触觉等感官体验缺失的条件下发展电子商务。然而，新兴交互模式对消费者网上购物体验影响的实证研究仍然处于起步阶段并存在许多不足。因此，本项目从虚拟产品体验和具身认知的理论角度出发，探索基于手势的人机交互模式（包括触屏手势交互和半空手势交互）如何通过影响消费者的触觉感知，进而提高购物体验，并进一步研究触觉和视觉支持对消费者虚拟产品体验和购买决策的共同作用。本项目在国际权威期刊和主流学术会议发表了一系列研究成果，对电子商务和多感人机交互等相关领域的理论进行有效补充。同时，为电子商务和移动商务平台应用新兴人机交互模式、创建多感购物体验、提高消费者购物满意度提供理论依据和实践指导。

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