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 (vs. 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.
Shen, Yi; Liu, Yang; Chan, Hock C.; Lu, Yan; and Wang, Deliang, "Embodied Persuasion: How Holding Your Smartphone Changes Your Product Perception" (2015). SIGHCI 2015 Proceedings. 22.