Exploring the Mediating Role of Perceived Authenticity Between Haptic Feedback and Consumer Trust

Abstract

As digital shopping becomes increasingly immersive through technologies such as augmented reality (AR), virtual reality (VR), and high-fidelity interactive platforms, consumers can see and explore products in unprecedented ways. However, one critical sensory element remains limited in online environments—touch. The inability to physically feel products often creates hesitation and reduces trust. This study explores how integrating haptic feedback into high-fidelity digital shopping environments influences consumer trust. Drawing from Cue Utilisation Theory and Media Richness Theory, the research examines whether tactile simulations enhance perceived product authenticity, reduce uncertainty, and strengthen overall platform credibility. Data collected from consumers interacting with digitally simulated shopping interfaces were analysed using reliability and correlation techniques. The findings suggest that when consumers experience tactile cues, products feel more realistic, risk perceptions decline, and confidence in purchase decisions increases. The impact is particularly strong for touch-sensitive product categories. By highlighting the emotional and cognitive role of simulated touch, this study emphasises that trust in digital commerce is not built through visuals alone—it is shaped by multisensory engagement.