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Need for touch and haptic imagery: An investigation in online fashion shopping

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  • Silva, Susana C.
  • Rocha, Thelma Valeria
  • De Cicco, Roberta
  • Galhanone, Renata Fernandes
  • Manzini Ferreira Mattos, Luiza Tari

Abstract

Previous research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research agenda to explain the mechanism by which information presentation influences customers' cognitive evaluations and behavioral responses and the role of individual differences in terms of need for touch (NFT). Specifically, drawing on the Stimulus-Organism-Response (S–O-R) paradigm, the study hypothesizes a model investigating whether verbal and pictorial information presentation affect haptic imagery, which in turn is supposed to influence behavioral responses (purchase intention), through a customer's cognitive evaluation (perceived product quality). To validate the research framework, a task-based online experiment was performed. Participants were requested to simulate a purchase experience on an online apparel retailer, after which they completed a questionnaire; 264 valid responses were received. The results support verbal haptic rather than pictorial information as a mechanism influencing haptic imagery and consequently behavioral responses. With regard to NFT, however, the expected moderating effect between haptic imagery, perceived product quality, and purchase intention was not supported.

Suggested Citation

  • Silva, Susana C. & Rocha, Thelma Valeria & De Cicco, Roberta & Galhanone, Renata Fernandes & Manzini Ferreira Mattos, Luiza Tari, 2021. "Need for touch and haptic imagery: An investigation in online fashion shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313862
    DOI: 10.1016/j.jretconser.2020.102378
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    References listed on IDEAS

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    Cited by:

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    4. Pei Li & Chunmao Wu & Charles Spence, 2023. "Comparing the influence of visual information and the perceived intelligence of voice assistants when shopping for sustainable clothing online," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    5. De Canio, Francesca & Fuentes-Blasco, Maria, 2021. "I need to touch it to buy it! How haptic information influences consumer shopping behavior across channels," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Francesca Serravalle & Milena Viassone & Giacomo Chiappa, 2022. "Sensory disclosure in an augmented environment: memory of touch and willingness to buy," Italian Journal of Marketing, Springer, vol. 2022(4), pages 401-417, December.

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