Horizontal Or Vertical Swiping?

With the rise of tablets and smartphones,it has become a trend to use touch screens for input and interaction.With the wide application of touch screen,multi-touch technology and finger gesture interaction are developing rapidly,and changes in the interface and interaction mode in turn change consumers’ response to the same content,thus fundamentally changing their experience of accessing contents.Therefore,people pay more and more attention to designing better interface and interaction technology for mobile websites and applications.On the other hand,online shopping is increasingly appearing on the screen controlled by gestures.Consumers use the gestures such as click,swipe,drag and zoom to complete a series of processes such as viewing product information,purchasing,evaluation and after-sales service.These interactive gestures are the bridge to promote the communication between users and mobile apps.Therefore,the design of interactive gestures is particularly important to improve the user experience of mobile apps.For online shopping,it will even have a certain impact on products and even brands.This study attempts to examine how left-right and up-down gestures affect online consumers’ understanding of the product.Although many studies have been conducted on different gestures and specific characteristics of gestures,it is still urgent to study whether and how these gestures,especially swiping gestures,affect consumers’ psychological response to products.According to the literature of information processing mode and embodied cognition theory,we propose that left-right swiping is more conducive to the analytical processing of product information by consumers,while up-down swiping is more conducive to the image processing of product information,which is mediated by flow experience.Three experiments are designed to test these effects,and potential theoretical contributions,practical implications and future research are discussed.