Touchscreen Interactions in the Realm of Fashion: A Users’ Perception Study

Abstract:

Mobile applications present a wide range of opportunities for fashion brands to connect with the consumer. To the knowledge of the authors, understanding how users perceive touchscreen features is still in an early stage. Part of an ongoing research, this study aims to collect users’ general views about the concept of a digital magazine that explores the potential of the iPad to advertise content. A sentence completion technique was administered to identify positive and negative aspects, as well as to examine emerging themes. The results provide compelling evidence that interactivity has the potential to attract users. This finding is promising, and future studies should explore how brands can take advantage of this type of platforms to engage with their audience.

• Periodical: Advances in Science and Technology (Volume 113)
• Pages: 89-97
• DOI: https://doi.org/10.4028/p-68907b
• Online since: July 2022
• Authors: Ana Paula Faria*, Joana Cunha, Bernado Providência
• Keywords: Design and Emotions, Digital Fashion Communication, Mobile Apps, Touchscreen Interactions

References

[1] Tidwell, J., Brewer, C., & Valencia, A. (2020). Designing Interfaces, 3rd Edition. Sebastopol: O'Reilly Media.

[2] Harris, C. (2017). The fundamentals of digital fashion marketing. Bloomsbury Publishing.

[3] Mondal, J., & Chakrabarti, S. (2019). Emerging Phenomena of the Branded App: A Systematic Literature Review, Strategies, and Future Research Directions. Journal of Interactive Advertising, 19(2), 148–167. https://doi.org/10.1080/15252019.2019.1647580.

DOI: 10.1080/15252019.2019.1647580

[4] Tang, A. K. Y. (2019). A systematic literature review and analysis on mobile apps in m-commerce: Implications for future research. Electronic Commerce Research and Applications, 37(July), 100885. https://doi.org/10.1016/j.elerap.2019.100885.

DOI: 10.1016/j.elerap.2019.100885

[5] Magrath, V., & McCormik, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management: An International Journal, 17(1), 115–134. https://doi.org/http://dx.doi.org/10.1108/13612020610679259.

DOI: 10.1108/13612021311305173

[6] Parker, C. J. (2018). Reimagining m-Commerce App Design: The Development of Seductive Marketing through UX. In Marketing. InTech. https://doi.org/10.5772/intechopen.75749.

DOI: 10.5772/intechopen.75749

[7] About us. (n.d.). Retrieved March 10, 2019, from http://theunlimitedmag.com/about-us.

[8] Krueger, R. A. (1998). Developing Questions for Focus Groups (Vol. 3). Thousand Oaks: Sage Publications, Inc.

[9] Kujala, S., Walsh, T., Nurkka, P., & Crisan, M. (2014). Sentence completion for understanding users and evaluating user experience. Interacting with Computers, 26(3), 238–255. https://doi.org/10.1093/iwc/iwt036.

DOI: 10.1093/iwc/iwt036

[10] Magazine, T. U. (2014, February). Issue No. 6 The E*Motion Issue in 60sec. Retrieved May 1, 2019, from https://www.youtube.com/watch?v=II7oHJAHVNo&feature=youtu.be.

[11] Desmet, P. M. A. (2002). Designing Emotions. Delft University of Technology.

[12] Elghannam, A., & Mesias, F. (2019). Short Food Supply Chains From a Social Media Marketing Perspective: a Consumer-Oriented Study in Spain. New Medit, 18(1), 79–90. https://doi.org/10.30682/nm1901g.

DOI: 10.30682/nm1901g

[13] Blazquez Cano, M., Perry, P., Ashman, R., & Waite, K. (2017). The influence of image interactivity upon user engagement when using mobile touch screens. Computers in Human Behavior, 77, 406–412. https://doi.org/10.1016/j.chb.2017.03.042.

DOI: 10.1016/j.chb.2017.03.042