Visual Tactile Attributes in Online Product Presentations for Improving Purchase Intention

Suh, YouHyun,Kim, Songmi,Kim, Wonjoon The Korea Contents Association 2018 International Journal of Contents Vol.14 No.2

Online shopping is increasing worldwide. Providing customers actual feeling of the product is essential in online shopping. Various technological aids can be used to support visual feeling. When delivering visual tangibility, it is important to study which attributes are significant in product presentations that best portray the actual tactileness. In this perspective, we suggest 'visual tactility' (VT) as a parameter for delivering tangibility in visual presentation. By measuring visual tactility in different product types, latent factors of visual tactility were identified and their influence on purchase intention was determined in this study. We defined material properties of touch such as surface texture, hardness, temperature, and weight as Visual Tactility (VT), the influential factor of tactility. We investigated the influence of VT on product purchase intention and analyzed tactileness within four online product presentations: single static picture, multi static pictures, zoom, and video. Our purpose was to investigate underlying effects of visual tactile attributes on touch and determine their influences according to online product presentation formats. Our results showed that visual tactility positively affected purchase intention and that each attribute differed in importance according to product type. Moreover, this study revealed a strong relation between online product presentation and VT attributes. These results provide a guide when selecting which presentation is optimal for delivering a product's tactility in online shopping situation.

Visual Tactile Attributes in Online Product Presentations for Improving Purchase Intention

서유현,김송미,김원준 한국콘텐츠학회 2018 International Journal of Contents Vol.14 No.2

Online shopping is increasing worldwide. Providing customers actual feeling of the product is essential in online shopping. Various technological aids can be used to support visual feeling. When delivering visual tangibility, it is important to study which attributes are significant in product presentations that best portray the actual tactileness. In this perspective, we suggest ‘visual tactility’ (VT) as a parameter for delivering tangibility in visual presentation. By measuring visual tactility in different product types, latent factors of visual tactility were identified and their influence on purchase intention was determined in this study. We defined material properties of touch such as surface texture, hardness, temperature, and weight as Visual Tactility (VT), the influential factor of tactility. We investigated the influence of VT on product purchase intention and analyzed tactileness within four online product presentations: single static picture, multi static pictures, zoom, and video. Our purpose was to investigate underlying effects of visual tactile attributes on touch and determine their influences according to online product presentation formats. Our results showed that visual tactility positively affected purchase intention and that each attribute differed in importance according to product type. Moreover, this study revealed a strong relation between online product presentation and VT attributes. These results provide a guide when selecting which presentation is optimal for delivering a product’s tactility in online shopping situation.

상업공간에서 마감재에 의한 시각적촉감 표현 연구

이곡숙(Lee, Gok-Sook),서지은(Seo, Ji-Eun) 한국실내디자인학회 2011 한국실내디자인학회 학술대회논문집 Vol.13 No.1

This study analyzed the expression of the visual tactility appeared through finishing material in “commerce spaces”. And the result is as follows. First, the visual tactility is to experience various touch through only perception of eyes. Especially, we can know that finishing material is important to charge the perception in commerce space. Second, we classified nine pairs of adjective words of tactility and four expression factors of visual tactility through preceding study. And we chose adjective words in the following manner : ‘soft-hard’, ‘tender-stiff’, ‘smooth-rough’, ‘squashy-resilient’, ‘thin-thick’, ‘light-heavy’, ‘warm-cool’, ‘moist-dry’, ‘glossy-matt’. And also we chose the expression of factors of visual tactility as these four things : ‘material’, ‘texture’, ‘color’, ‘pattern’. Third, we chose examples centering around commerce place which shows the expression of visual tactility well. After we had established based on adjective words and the expression factors of visual tactility as above-mentioned, we took a survey. And we could suggest the expression way of finishing material for the visual tactility through this question. Finally, we hope that more various ways of expression of finishing material will be presented by this study to perceive the visual tactility.

상업공간에서 마감재 표현에 의한 시각적촉감 연구

이곡숙(Lee Gok-Sook),서지은(Seo Ji-Eun) 대한건축학회 2011 대한건축학회논문집 Vol.27 No.9

This study analyzed the ways of expressing of the visual tactility appeared through finishing materials in ”Commercial spaces”. And the result is as follows. First, the visual tactility is to experience various touch through only perception of eyes. Especially, we can know that finishing materials is important to charge the perception in commercial spaces. Second, we classified nine pairs of adjective words of tactility and four expression factors of visual tactility through preceding study. And we chose adjective words in the following manner : ‘soft-hard’, ‘tender-stiff’, ‘smooth-rough’, ‘squashy-resilient’, ‘thin-thick’, ‘light-heavy’, ‘warm-cool’, ‘moist-dry’, ‘glossy-matt’. And also we chose the expression of factors of visual tactility as these four things : ‘material’, ‘color’, ‘texture’ and ‘pattern’. Third, we chose examples centering around commercial space which shows the expression of visual tactility well. After we had established based on adjective words and the expression factors of visual tactility as above-mentioned, we took a survey. And we could suggest the expression ways of finishing material for the visual tactility through this question. Finally, we hope that more various ways of expression of finishing materials will be presented by this study to perceive the visual tactility.

시각적 촉감을 활용한 패키지디자인의 형태 연구

박규원(Kyu Won Park),박민영(Min Young Park) 한국디자인문화학회 2008 한국디자인문화학회지 Vol.14 No.3

Diverse methods based on emotionality are provided as consumers` purchasing factors move from those based on product functions to those based on emotions in modern times. Among theses senses, visual tactility means roughness or softness resulted from expressive factors including a sensation of surface texture, shape or colors. It builds positive impression in consumers` brain by a differentiated way which creates visual expression of package design in recognizing a brand. Therefore, this paper examined the relationship with molding factors which give rise to tactility visually focusing on `visual tactility`. And this paper examined how visual tactility is utilized a drink on the domestic market. In the consumer survey, the expression using visual tactility have an affirmative affect on the shape of the package design. We suggest that it could be another method for the effect of expression using on visual tactility to satisfy with consumer`s needs and we try to find solutions for working towards expressions based on visual tactility from now on.

공감각의 인지요소 중 시각적 촉감에 관한 연구 - 20세기 대표미술작품을 사례로 -

이영화,석승민 한국일러스아트학회 2017 조형미디어학 Vol.20 No.1

Human synesthesia is a perception that is formed from interactions, placing parameters on senses. Synesthesia can be embodied into perceptions by five senses. Perception could possibly be generated by an independent sense whereas by interactions, one sense is transferred and comes to a recognition as another. For instance, colors are described 'warm' or 'cold,' and shapes are 'sharp', 'soft', 'heavy' or 'light.' Adjectives that express one sense being applied to a different sensory field mean orders of sensual and emotional qualities have common factors. This could be lead to a new design method that stimulates human sense. Given the background, this study was started focusing on sense shift rather than existing knowledge on five senses. Choosing the 20th century's significant art works as subjects, case study on 'visual tactility' which is a touch experience enacted via seeing and feeling without physical touch was practiced. Transition process of factors that causes tactile sensation by seeing the subjects was examined, given that visual tactility can be defined as an indirect touch that comes through sensory organ called eyes. 50 undergraduates of each gender were chosen to pick an adjective amongst solid, tender, coarse, sleek, grainy and soft, to describe the feeling that comes from 'tactility' among types of synesthesia. Throughout the research, it was concluded that once tactile distance that causes attempt to contact by primary eye touch and sensory factor of touch are formed, visual tactility takes a place. As properties of other sensory factors such as hearing, smell and taste may be required in further studies, this thesis shall be retrieved as preliminary data. 인간의 공감각은 감각을 매개로 하여 어떤 대상을 교감할 때 인간이 받아들이는 인지를 말한다. 공감각은 다섯 가지 감각에 의한 인지로 구체화될 수 있는데, 이는 각각의 독립적인 감각으로 인지하기도 하지만 상당부분 서로 보완적 역할을 하며, 서로 상호작용에 의한 하나의 감각이 다른 감각으로 전이되어 인지하기도 한다. 즉, 어떤 색이 따뜻하거나 차갑게, 형태가 날카롭거나 부드럽게, 혹은 무겁거나 가볍게 보인다고 표현하는 것을 말한다. 이렇듯 하나의 감각적 특질을 표현하는 형용사가 다른 감각분야에 적용됨은 감각적인 특질의 질서와 감성적인 특질의 질서 사이에 공통적인 요소가 있다는 것을 의미한다. 이것은 인간의 감정을 더욱 자극시킬 수 있는 디자인 방법의 새로운 시도이다. 이러한 배경에서 본 연구는 기존의 단편적 오감연구를 벗어나 서로 다른 감각으로의 전의에 초점을 맞추어 연구를 시작하였다. 연구대상의 선택은 시각적 자극의 비중이 높은 20세기 대표미술작품을 사례로 피부로 접촉하지 않고, 눈으로 보고 느낄 수 있는 촉각적 경험인 ‘시각적 촉감(visual tactility)’에 대한 인지연구를 하고자 하였다. 이는 작품을 시각적으로 보면서 촉감을 유발하는 요소들의 전이 과정을 살펴보았으며, 그에 따른 진행으로 대학생을 기준으로 여성 50명, 남성 50명에게 공감각 중 촉감을 통해 감상자의 느낌을 6가지의 대표적인 형용사(단단하다, 보들보들하다, 거칠다, 매끈하다, 오돌토돌하다, 부드럽다)를 추출하는 설문지법을 이용해서 작품에 적용되는 느낌을 연구하였다. 결국, 시각적 촉감은 눈이라는 감각기관을 통한 간접 촉감을 말한다. 이는 일차적인 눈을 통해 만져지는 접촉심리를 유발하는 경험적 촉각거리를 확보하고 다음으로 촉감이 가지는 감각적 요인이 생성될 때, 시각적 촉감이 생성된다는 결론을 얻었다. 향후, 시각적 촉감 이외에 다른 세 가지 감각요소(청각, 후각, 미각)의 특질에 대한 연구가 필요하다고 보며, 본 논문이 후속 연구의 기초자료가 되었으면 한다.

시각적 촉감이 적용된 교육시설의 공간 연구

고경은(Ko, Kyung-Eun),고영선(Ko, Young-Sun) 한국실내디자인학회 2017 한국실내디자인학회 학술대회논문집 Vol.2017 No.10

The purpose of this study was to suggest how to make spatial designs in educational facilities for children by taking advantage of the characteristics of visual tactility. An increase in double-income families makes it difficult to take care of children at home, and these families are bound to leave their children in the care of specialized educational facilities. In the past, the kind of facilities that focused on educational curriculum was chosen, but now they pay more attention to facilities due to the increasing importance of children"s emotional and cognitive development. As a lot of studies established that sensory development through contact with things exerts a good influence on children"s emotional and cognitive development, there is a growing concern for tactile sensation. At the same time, a sense of sight is important in space perception, and it contributes to sensory integration by conveying what"s perceived to other senses. Therefore this study attempted to take advantage of the elements of visual tactility to spark children"s interest in an educational space, to stimulate their diverse imagination in it, and ultimately to make the most out of the space study are as follows: First, the concept of visual tactility was defined, and the expressive elements of it were organized based on cases that were investigated in earlier studies.Second, the spaces of existing facilities in which there were the expressive elements of visual tactility were analyzed. This study is expected to make a contribution to the spatial design of educational facilities for children.

주류 패키지 디자인의 시각적 촉감이 소비자 구매행동에 미치는 연구 - 보드카의 용기 디자인을 중심으로 -

김병옥,김방주 한국브랜드디자인학회 2008 브랜드디자인학연구 Vol.6 No.1

최근 소비자의 구매 행동은 문화, 소득수준, 사회의 변화에 따라 다양해지고, 구매 행동을 충족시키기 위해 제품의 마케팅이 점차 다양해지고 있다. 이러한 감성이 주목 받으며, 감성을 중심으로 다양한 감각마케팅이 제시되고 있다. 소비자의 감각적 반응은 제품에 대해 감각을 중심으로 기억된다. 인간의 오감은 감각에 의해 서로 조합되어 느껴지고, 해석된다. 이러한 감각 중에서 감성을 기본으로 하는 시각적 촉감은 촉각적 느낌의 형태, 색채, 질감 등의 시각적 표현으로 느낌을 나타내게 된다. 이는 소비자의 많은 의사결정과 상황을 경험과 비교하여 새롭게 재해석하게 된다. 따라서 ‘시각적 촉감(visual tactility)을 중심으로 촉감이 시각을 통해 느껴지는 촉각 자극을 시각화하는 표현요소들과의 관계를 살펴보았다. 이러한 이론적 배경을 바탕으로 시각적 촉감이 보드카 패키지 디자인의 시각적 표현 요소에 어떻게 활용되고, 시각적 촉감에 따라 소비자 구매행동에 어떠한 부분이 영향을 미치는지 알아보았다. 특히, 국외 보드카 브랜드의 디자인 요소와 시각적 표현요소를 분석하고 시각에 의한 촉각적 경험인 시각적 촉감이 보드카 브랜드 이미지에 미치는 영향과 그 차이가 구매에까지 영향을 미치는지에 관해 연구하였다. 특히 시각적, 촉각적인 면을 중심으로 분석하였다. 그 결과, 보드카의 특성에 맞는 투명한 용기와 깨끗한 요소는 구매에 영향을 미치는 필요성이 있음을 결론으로 도출해낼 수 있었다. Recently, consumers’ purchasing behaviors have become diverse according to culture, income level, and the change of society, therefore product marketing is gradually becoming diversified to meet their purchasing behaviors. A variety of emotional marketing is widely used to promote the sales of products as emotions become attentive. Consumers’ emotional response is remembered on the basis of their senses. Human’s five senses are perceived and analyzed in close association with emotions. Among theses senses, the visual tactility based on emotions receives feelings through visual expressions including shapes, feelings of tactile sense, and colors and the feelings of materials and so on. They are newly re-interpreted by comparing various decision-makings by consumers and situations in their experiences. Accordingly, this paper examines the relationship of expressive elements and visualized tactile stimuli which the tactile sensation is perceived through the visual sense based on ‘visual tactility’. On the basis of this theoretical background, it examines how visual tactility is used in the visual expressive elements of vodka packaging design and which part of it affects consumers’ purchasing behaviors. However, there has been a limit to divide expressive elements concretely to the senses, and define individual parts of their purchasing behaviors in detail.

게임에니메이션의 시각적 촉각성 연구

박성원 한국콘텐츠학회 2006 한국콘텐츠학회논문지 Vol.6 No.11

With the New media of present age we are living at, strongly entice consumers through various sensible technology and give influences on our life. They are visually formed but make us feel them as if formed tactile. The masses of today are meeting media through all the senses in daily life according to the spread of on-line media and in such course they want momentary and tactile share. Since appearance of mass society and cinema following such current, art has appealed to dispersive and tactile perception, and such public way of perception makes it possible to experience 'visual tactility' in daily life in accordance with the development of on-line game culture among others. The shock effects, given by editing of game animations which are produced for epic experience of on-line game, arouse tactility in addition to visibility. Under this assumption and on the basis of visual tactility theory as well as montage theory of image by Walter Benjamin, the research intends to explain that public tactile shock does not result from simple graphic effect but from montage effect and dispersive acceptance. 우리가 살고 있는 현 시대의 뉴미디어는 다감각적 테크놀로지에 의해 강하게 수용자를 현혹시키며 우리의 삶에 영향을 미친다. 그것들은 시각적으로 구성되어있음에도 불구하고 마치 촉각적으로 체험하는 듯한 느낌을 준다. 현대의 대중은 온라인 미디어의 확산과 함께 일상 속에서 모든 감각을 통해 미디어를 접하고 있으며, 그 과정에서 일시적이면서도 촉감각적인 공유를 원한다. 이와 같은 흐름으로 대중사회와 영화의 출현이후, 예술은 분산적이고 촉각적인 지각방식에 호소하여 왔으며, 이 대중 적인 지각방식은 특히나 온라인 게임문화의 발달과 함께 일상 속에서 ‘시각적 촉지각’의 체험을 가능하게 한다. 온라인 게임의 서사를 체험할 수 있게 제작된 게임 애니메이션의 편집이 주는 쇼크작용은 바로 시각성에 촉각성을 불러일으킨다. 이러한 가정 하에 본 연구는 발터벤야민의 시각적 촉각성 이론과 영상의 몽타주 이론을 근거로 하여 게임 애니메이션을 접하는 대중의 촉각적인 충격이 단순한 그래픽 효과만이 아닌 몽타주 효과와 분산적인 수용에 의해 이루어진다는 것을 앞의 이론을 근거로 하여 설명하고자 한다.

이타미 주조 영화의 ‘촉각적 시각성(Tactile Visuality)’ 확장에 관한 연구: 영화 <담뽀뽀 タンポポ>(1985)를 중심으로

한루 영상문화지평연구소 2024 반영과 재현 Vol.7 No.-

이 글은 이타미 주조(いたみじゅうぞう)감독의 영화 <담뽀뽀 タンポポ>(1985)에 나타난 ‘촉각적 시각성(Tactile Visuality)’의 활용과 예술적 특징을 분석한 것이다. 이 영화에서 드러난 특정 장면으로 인하여 관객은 촉각적 시각성을 경험하게 되며 이로서 영화의 감각적 경험을 넓혀나간다. 특히 영화 <담뽀뽀>에서 주목한 점은 식재료의 질감과 온도를 느끼게 하는 장면과 또한 신체 접촉에서 발생되는 클로즈업 장면을 심도 있게 살펴보았다. 영화에서 라면의 면발과 국물 등의 클로즈업 장면 도출은 이타미 주조가 감각적 경험을 발휘하는 연출력의 일부이다. 이는 이러한 방법은 영화가 단순한 시각적 즐거움을 넘어서 관객에게 보다 다층적이고 풍부한 감상 경험을 제공하도록 한다. This article analyzes the use and artistic features of ‘Tactile Visuality’ in director Juzo Itami’s film <Tampopo タンポポ> (1985). Specific scenes in the film allow the audience to experience tactile visuality, thereby broadening the sensory experience of the film. In particular, <Tampopo> focuses on scenes that convey the texture and temperature of ingredients, as well as close-up scenes of physical contact. The close-up shots of ramen noodles and broth in the film demonstrate Juzo Itami’s skill in creating sensory experiences. This approach goes beyond providing simple visual pleasure, offering the audience a more layered and rich viewing experience.