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Book ChapterDOI

Need for Touch: A Barrier in Online Shopping—Identifying Compensatory Factors in an Online Context

01 Jan 2017-pp 1349-1357

TL;DR: It is proposed that need for touch moderates the relationship between these factors and consumer response and the role of return policy and e-tailer’s image as a compensatory mechanism for inability to touch a product while shopping online is proposed.

AbstractTouch is one of the five senses, which plays an important role in the evaluation of product and purchase decision. This chapter tries to see how need for touch is a barrier in an online shopping context, where it is not feasible to touch a product. This study tried to identify two factors, return policy and e-tailer’s image which may act as a compensatory mechanism for inability to touch a product during online shopping. Through this study, we proposed that need for touch moderates the relationship between these factors and consumer response. The study tries to propose the role of return policy and e-tailer’s image as a compensatory mechanism for inability to touch a product while shopping online. Potential contributions and directions for future research have been discussed in detail.

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Citations
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01 Nov 2003
Abstract: – The purpose of this paper is to investigate e‐tail store attributes that develop customers' positive perceptions of e‐tail store image, and determines whether or not they develop a sense of loyalty to an e‐tailer., – Acknowledging the importance of customer retention, this paper is designed to examine e‐customer loyalty intentions toward the e‐tailer. To understand the concept of loyalty toward an e‐tailer, this study focuses on the importance of the final stage of the customer decision‐making process: post‐purchase evaluation. This paper develops a model that describes the extent to which e‐tail store image (derived from a set of e‐tail store attributes) indicates patronage intentions and finally predicts customer loyalty. We use the structural equation modeling to test the model and hypotheses., – Results in this paper indicate that e‐tail store image is derived from e‐merchandise, e‐service, and e‐shopping atmosphere attributes, all of which support the way consumers shop. A favorable e‐tail store image positively influences e‐patronage intentions, which thus leads to e‐loyalty., – The research in this paper provides a conceptual model that will help e‐retailers better articulate how and why consumers may be e‐loyal shoppers. Second, the research identifies attributes, unique to online shopping that serve as the basis for conceptualizing e‐tail image as a second order factor.

120 citations

Proceedings Article
01 Jan 2018
TL;DR: A systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers.
Abstract: The use of virtual reality (VR) in Marketing research and practice is blooming, which suggests that Marketing can largely benefit from VR applications. In multidisciplinary applications of technology, it is important to organize the results of current studies and to define the terminology to subsidize future studies. To date, there is no literature review regarding the use of VR in all marketing applications. This paper aims to leverage future studies and practices by presenting a systematic review that covers VR immersive applications to Marketing performed by a team of Computer Science, Computer Engineering, Marketing, Psychology and Information System (IS) researchers. From over 630 papers retrieved, 59 papers were reviewed. The findings were analyzed and discussed according to the technological and psychological immersion perspectives and marketing applications. Consumer learning was the most frequent topic investigated. Most studies reported positive outcomes. Gaps and limitations were identified, and future works were suggested.

6 citations


Cites background from "Need for Touch: A Barrier in Online..."

  • ...The last two – olfactory and kinesthetic stimuli - play important roles in research and practice in Retailing (Bosmans 2006; Pandey et al. 2017; Puccinelli et al. 2009; Spence et al. 2014)....

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