Thesis

Swiping, fast or slow? An Empirical Investigation of the Effects of Swiping Speed on Consumer Behavior

Key Info

Basic Information

Group:
Lehrstuhl für Marketing
Level:
Master

Supervisor

Online commerce is growing relentlessly: global sales of USD 7.39 billion are forecasted for 2025 (Statista, 2022). After years of the laptop being the preferred end device for online shopping, smartphones have now overtaken 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 of interest to companies. In addition to various visual design options for product arrangement, there are also some haptic design factors that are relevant for end devices with touchscreens. A central influencing factor can be the speed of swiping (i.e., fast vs. slow).

From an academic perspective, this raises exciting questions, such as whether swiping speed 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 aim of this work is to investigate the effects of swiping speed on consumer perception and behavior in a laboratory experiment.