Sensitive to the Digital Touch? Exploring Sensory Processing Sensitivity and Its Impact on Anthropomorphized Products in E-Commerce

Individual characteristics have a strong impact on people’s decision making and behaviors in virtual environments, including interacting with agents, avatars, or animated objects. Prior IS research individual has mostly focused constructs such as the Big Five personality traits, emotional intelligence, social sensitivity to categorize individuals high level. However, we believe how receive, process, react sensory information at basic level is critical for developing perceptions towards humanized objects through process of anthropomorphism. This study explores processing an inherent characteristic its individuals’ bidding products online auctions. Results show that positive their willingness pay. relationship fully mediated by perceived anthropomorphism products.