The magic of vibrotactile feedback: How vibrotactile feedback enhances consumer anticipated satisfaction through perceived ownership

Marketers have enhanced sensorial aspects of shopping online, such as providing vibrations through mobile devices. Though, it remains unclear how adding such vibrotactile feedback affects consumer decision-making. Thus, this research answers the following questions. Does adding vibrotactile feedback result in more purchase satisfaction? And if so, why? Through an online survey and two online experiments, this research finds that adding vibrotactile feedback can increase consumers’ anticipated satisfaction. While the survey revealed that the feedback increases attention, mood, and perceived ownership, the experiments specifically provide evidence that anticipated satisfaction is increased because perceived ownership. This research contributes to the literature on technology-mediated touch in digital shopping environments and has practical applications for digital retailing.