Sensing through simulation: Alt-Text descriptive granularity and digital embodiment for visually impaired consumers
Yibin Berry Zhou, Vicky Y. Chen, Pearl M.C. Lin, Chen Jason Zhang, Menglong XiaPurpose
This study aims to examine how alternative text (Alt-text) descriptive granularity influences purchase intention among visually impaired consumers in digital restaurant environments. This study further investigates the roles of message framing, health consciousness, restaurant trust and perceived healthfulness through the lens of digital embodiment.
Design/methodology/approach
A qualitative pretest with 18 visually impaired participants informed stimulus development, followed by four between-subjects experiments (n = 868). The studies manipulated Alt-text descriptive granularity and promotion- versus prevention-focused framing, while health consciousness was measured in Studies 2–4. Studies 3 and 4 tested restaurant trust and perceived healthfulness as mediating mechanisms.
Findings
Highly descriptive Alt-text increases purchase intention. The effect is stronger under promotion-focused framing and becomes stronger as health consciousness increases. Restaurant trust and perceived healthfulness emerge as complementary relationship- and product-oriented mediating mechanisms. The overall pattern is consistent with an embodied-cognition account of accessible descriptive information.
Originality/value
This research extends digital accessibility beyond technical compliance by conceptualizing descriptive Alt-text as a basis for digital embodiment. It also shows that accessibility quality can shape both persuasive communication and consumer evaluations of service providers and menu items.