Swiping with ease? An empirical investigation of the effects of swiping sensitivity on consumer behavior

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Lehrstuhl für Marketing
Bachelor; Master


E-commerce is growing relentlessly: in 2025, market experts expect global sales of USD 7.39 billion (Statista, 2022). While the laptop has been the preferred device for online shopping for years, smartphones have now outperformed laptops: According to a Bitkom study, 60% of online shoppers made their online purchases via smartphones in 2021. As a result of the increasing prevalence of smartphones and tablets, consumers are interacting more with touchscreens, which opens up new design possibilities that can in turn impact consumers' product perceptions and are therefore also interesting for companies. In addition to various visual design options for product arrangement, there are also some haptic design factors that are relevant for devices with touchscreens. One central haptic factor is the sensitivity with which the interface reacts to swiping.

From a scholarly perspective, this raises exciting questions, such as whether swiping sensitivity (light vs. heavy swiping) has an influence on how consumers perceive products and whether there are differences in purchasing behavior. It is also questionable, for example, whether this effect exists across different product categories.

The goal of this work is to investigate the effects of swiping sensitivity on consumer perception and behavior in a laboratory experiment in order to subsequently derive actionable recommendations for firms. Since an app should be programmed within the scope of the work, basic programming skills are an advantage.

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Keywords: Product presentation; App Design; Consumer Behavior; Online Retailing; Fluency