Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context

Atefeh Yazdanparast · Nancy E. Spears

65 citations0/0 files storedPsychology and Marketing

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

ABSTRACT Touch is an important source of information for consumers, and there is much to learn about its role in an online purchase decision context where the ability to touch products is not (at least currently) possible. The present investigation examines three nonhaptic situation‐specific factors that moderate the relationship between haptic motivation and consumer responses. The results indicate that positive mood, price promotions, and level of situation‐specific product expertise are influential, yielding greater purchase intentions and product judgment confidence when touch is not available. Additionally, the findings of the investigation suggest that imagining a Web site is comparable to actually viewing a Web site. Several implications for consumer behavior research and online marketers are discussed.

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2017To “Free” or Not to “Free”: Trait Predictors of Mobile App Purchasing Tendencies 2019Product touch in the real and digital world: How do consumers react?2019Online shopping environments and consumer’s Need for Touch 2015Brands as substitutes for the need for touch in online shopping 2017Touching the void 2017To what extent does need for touch affect online perceived quality?

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