{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,20]],"date-time":"2026-07-20T16:39:27Z","timestamp":1784565567761,"version":"3.55.0"},"reference-count":73,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2026,3,4]],"date-time":"2026-03-04T00:00:00Z","timestamp":1772582400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>With the rapid growth of e-commerce platforms, consumers increasingly make purchase decisions without direct physical interaction, particularly for tactile-dependent categories such as furniture and home d\u00e9cor. Drawing on embodied cognition, this study investigates how visual-based tactile cues influence consumers\u2019 purchase intention on e-commerce platforms. Using experimental methods, two studies manipulate the level of visual-based tactile cues (high vs. low) and examine their effects on purchase intention. The results show that richer visual-based tactile cues significantly increase purchase intention. Contrary to traditional information overload assumptions that additional visual detail may hinder decision-making, this effect occurs through enhanced immersion rather than increased cognitive burden, suggesting that visual-based tactile cues operate as embodied sensory triggers instead of purely informational inputs. Furthermore, cross-modal mental imagery moderates this process in a counterintuitive way: the indirect effect of visual-based tactile cues on purchase intention via immersion is stronger when consumers\u2019 imagery ability is lower, indicating a compensatory role of external sensory cues. By conceptualizing visual-based tactile cues as an innovation in interactive marketing within new media environments, this research offers actionable design implications for e-commerce platforms in enhancing tactile perception through visual presentation and improving conversion effectiveness.<\/jats:p>","DOI":"10.3390\/jtaer21030084","type":"journal-article","created":{"date-parts":[[2026,3,4]],"date-time":"2026-03-04T16:17:31Z","timestamp":1772641051000},"page":"84","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Seeing the Feel, Willing to Buy: How Visual\u2013Tactile Cues Shape Consumer Purchase Intention in E-Commerce Platforms"],"prefix":"10.3390","volume":"21","author":[{"given":"Yawen","family":"Yang","sequence":"first","affiliation":[{"name":"College of Management and Economics, Tianjin University, Tianjin 300072, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5373-1566","authenticated-orcid":false,"given":"Qiang","family":"Yang","sequence":"additional","affiliation":[{"name":"School of Business, Nanjing Audit University, Nanjing 211815, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiaochen","family":"Liu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Liaoning University of Technology, Jinzhou 121001, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,3,4]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Joo, E., Yang, J., Figueiredo, N., Ferreira, B.M., Abrantes, J.L., and Martinez, L.F. 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