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.
Abstract: Touch 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.
Citations
More filters
01 Nov 2003
TL;DR: In this article, the authors investigate e-tail store attributes that develop customers' positive perceptions of e•tail store image, and determine whether or not they develop a sense of loyalty to an e‐tailer.
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.
129 citations
Proceedings Article•
01 Jan 2018TL;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.
7 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)....
[...]
Peer Review•
Abstract: The aim of this thesis is to examine the differences across two generational cohorts, millennials, and Generation Z, in terms of their augmented reality (AR) experience using virtual try-on’s (VTO) in online retail. Based on a quantitative study involving an online survey and experiment carried out among 198 participants, the results revealed significant differences in post-usage variables. Millennials experienced higher hedonic value and need for touch while Gen Z experienced higher utilitarian value, ease of use, attitude towards using and purchase intention. There were no statistical differences in spatial presence, psychological ownership, and awareness of privacy practices. However, the study clearly shows differences among the generations and thus contributes to the research on augmented reality and generational marketing. Considering cohort-specific differences will enable practitioners to cluster demographic groups, thus creating specific buyer personas to target more efficiently for optimised marketing strategies, and, as a bonus, to increase the environmental sustainability of online retail.
References
More filters
TL;DR: In this study, 77 designs and features for virtual stores recommended in previous studies were compiled into a list used to construct a survey and the importance of each item on the list was identified.
Abstract: Image is an important variable in the functioning of human behavior [3] and the acceptance of this position in the field of marketing has been pervasive; marketers are concerned with the image customers have of products, company, and retail stores as points of customer contact [7]. With the popularity of e-commerce and the blossoming of online business, we need to understand the critical attributes of image for a virtual store. What is different between a physical and a virtual store? Are there any special considerations required for a virtual store? A study was conducted to answer these questions. This article presents the results of the study and discusses the practical implications. Store image is described as the way in which the store is defined in customers’ minds [9], and many studies [for example, 2, 6, 7] have been conducted over the past four decades to search for important attributes affecting store image formation. Similarly, for virtual stores on the Web, several studies [for example, 4, 5, 8] have attempted to identify the designs and features that are important in the virtual domain. In this study, 77 designs and features for virtual stores recommended in previous studies were compiled into a list used to construct a survey. Four hundreds and twenty-seven potential customers were asked to rate the importance of each item on the list. The items that were rated as “not-so-important” were dropped from the list; thus, the information gathered identifies critical designs and features affecting virtual store image formation. The remaining items were then grouped by a Factor Analysis into six main dimensions. Within each dimension, the items that involve similar or related designs or features were combined. This procedure narrowed the critical attributes for virtual store image formation. The attributes were then mapped to the framework of a physical store image [7] as in Table 1. Site and system facilities. Fast system response time is rated as the most important attribute. System response time affects Web customer satisfaction. Each Web page of a virtual store should be designed in such a way that its page-loading time, by typical Web users (for example, users with 56Kbps modem connection), does not take longer than 10 seconds.
53 citations
TL;DR: This paper found that consumers' perception of the packaging of fast-moving consumer goods is affected more by vision than by touch, which raises some questions with regard to when marketers should encourage consumers to engage in extensive tactile interaction prior to purchase.
Abstract: It has previously been suggested that consumers' product evaluations are positively affected by tactile interaction. However, it is not known if it is applicable to products that people usually touch for brief periods of time. This study sets out to explore whether it is possible to influence consumers' tactile perception of fast-moving consumer goods by altering the surface texture. In this study individual tactile sensing and visual appreciation were compared with the combined visual and tactile sensing of surface textures for two types of products (soap and biscuits). Three types of textures on the outside of either a soap or biscuit box and three separate sample swatches of the textures used on the boxes were used in the study. The three soap or biscuit boxes were visually presented to the participants. This was followed by a blind haptic evaluation of the three textures, and then by a combined visual and tactile evaluation of three differently textured boxes (either soap or biscuit boxes). The results suggest that a consumer's perception of the packaging of fast-moving consumer goods is affected more by vision than by touch, which raises some questions with regard to when marketers should encourage consumers to engage in extensive tactile interaction prior to purchase.
53 citations
TL;DR: In this article, the authors examined three non-haptic situation-specific factors that moderate the relationship between haptic motivation and consumer responses, and found that positive mood, price promotions, and level of situation specific product expertise are influential, yielding greater purchase intentions and product judgment confidence.
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. C � 2012 Wiley Periodicals, Inc.
52 citations
TL;DR: The effects of sequential combinations of consumer experiences indicated that “VEescapist → IDE” produces the highest product knowledge and brand attitude; ‘VEescapper → DE’ produces the lowest perceived risk.
Abstract: This study explored the effects of sequential combinations of consumer experiences. Four kinds of sequential combinations of consumer experiences were designed: exposing to escapist virtual experience preceding direct experience (VEescapist ? DE), exposing to education virtual experience preceding direct experience (VEeducation ? DE), exposing to escapist virtual experience preceding indirect experience (VEescapist ? IDE), and exposing to education virtual experience preceding indirect experience (VEeducation ? IDE). The results indicated that "VEescapist ? IDE" produces the highest product knowledge and brand attitude; "VEescapist ? DE" produces the lowest perceived risk. Additionally, the moderating roles of need for touch and product involvement also explored. For the high need for touch, "VEescapist ? IDE" produces the highest product knowledge and "VEescapist ? DE" produces the lowest perceived risk; for the high product involvement, "VEescapist ? IDE" produces the highest product knowledge and brand attitude and "VEescapist ? DE" produces the lowest perceived risk.
37 citations
01 Jan 2010
TL;DR: In this article, the authors present possible future directions for each sense individually (vision, audition, smell, touch, taste), and conclude with ideas for future research addressing the interplay among multiple senses within consumer behavior.
Abstract: The exciting exploration on sensory marketing presented in this book is just the foundation upon which to build future research. There are myriad unexplored questions and innumerable directions in which to take this research. Our goal in this chapter is not to provide an exhaustive array of these future directions, but rather to stimulate the reader into exploring new ideas. We present possible future directions for each sense individually (vision, audition, smell, touch, taste), and conclude with ideas for future research addressing the interplay among multiple senses within consumer behavior.
35 citations