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Need For Touch And Two-Way Communication In E-Commerce


  • Hassan Jawed
  • Saad Alam


The average consumer feels the need to physically touch their desired product before they pursue an online purchase. This ability lags online and the result is in preference for traditional buying over e-commerce. The new variable we had identified to this research was introduction of new technology that could be 3D-4D graphics which literally brings the product lifelike in front of them. Autotelic and Instrumental (NFT) Need for Touch Are Independent variables, whereas (PEOU) Perceived Ease of Use, (PE) Perceived Enjoyment and (PU) Perceived Usefulness are moderators that lead to our dependent variable (Loy) Loyalty. The further variable we added was ‘New Technology’ to aid perception and Loyalty. We gathered data though questionnaires and online surveys by targeting male and female between 13-40 years’ old who were familiar with e-commerce. We worked on SPSS, AMOS, MS Word and Excel to support our research. Our research benefits all those who faced trouble during shopping online, those who were not satisfied enough by viewing pictures or reading reviews but needed a more realistic approach. Future research possibility may be adding exceptional technology that enables viewer popup images on screen of PC or mobile. Future research can be conducted to bring holistic e-commerce. It may contain mediators that further inflate loyalty.

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  • Hassan Jawed & Saad Alam, 2019. "Need For Touch And Two-Way Communication In E-Commerce," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 86-103, January.
  • Handle: RePEc:ksb:jourml:v:2:y:2019:p:86-103

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    References listed on IDEAS

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