Need for touch and haptic imagery: an investigation in online fashion retail

Luiza Tari Manzini Mattos, Thelma Valéria Rocha, Renata Fernandes Galhone, Susana Costa e Silva, George Bedinelli Rossi

Research output: Contribution to conferencePaperpeer-review

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Abstract

E-commerce is an effective marketing tool, as it enables price comparisons, information seeking, and more convenience. However, for products such as fashion items, which require more touching and physical evaluation of features(e.g., softness, texture, and fit),online sales channels present more risks, due to the inability to convey that sense. This limits online purchase intentions. On the other hand, individuals display different degrees of Need for Touch. Thus, to sell fashion products online, firms should minimize the drawback when touching them is not possible. The aim of this paper is to identify how information presented on a fashion website influences the purchase decision process, as well as the perception of product quality. Perceived product quality may be optimized once virtual stores present sufficient pictorial and textual information for a more realistic and sensorial analysis. We also wanted to test whether the variable Need for Touch affects perceived quality and/or purchase intention. In this sense, we tested hypotheses that led to the conclusion thata product description with more sensorial(pictorial and textual) information helps generating haptic image, positively influencing perceived quality and the intention to purchase. Such results are in line with the findings of previous studies. Contrary to other studies, however, the expected moderating effect of NFT on the relationship between haptic imagery, perceived product quality, and purchase intention was not demonstrated by our analyses. Theoretical and managerial contributions are also discussed, in a contribution to the literature one-commerce, NFT, and haptic imagery.
Original languageEnglish
Number of pages17
Publication statusPublished - 2017
EventXLI Encontro da ANPAD - São Paulo
Duration: 1 Oct 20174 Oct 2017

Conference

ConferenceXLI Encontro da ANPAD
Abbreviated titleEnANPAD 2017
CitySão Paulo
Period1/10/174/10/17

Keywords

  • Need for touch
  • Haptic information
  • Haptic imagery
  • Online fashion retail

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