Understanding the mediating effects of the relationship between consumer’s need-for-touch and online purchase propensity: a comparison study between China and Portugal

S. Costa e Silva, Paulo Duarte, J. Silva

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This study analyses the impact of Need-for-Touch (NFT) on the online purchase propensity by evaluating the influence of the individual consumer country of origin. Although, NFT has been a major topic of research over the past years, the link between NFT and purchase propensity have rarely been empirically proven. For the purpose of assessing this relationship an online questionnaire was applied in Portugal and China and the data studied through exploratory and confirmatory factor analysis, namely multivariate analysis of variance and structural equation modelling.The results indicate that consumer’s country of origin seem to affect the relevance of the sense of touch for a sweater. Consumers with high levels of NFT are more likely to engage in additional brand touch-points and consequently to have stronger brand experiences. Also, the findings confirm the impact of the perceived information credibility and the brand experience on the perceived product quality, which influences the propensity to search and to purchase online.
Original languageEnglish
Title of host publicationProceedings of the 43rd Annual Conference of the European International Business Academy December
Subtitle of host publicationinternational business in the information age
EditorsLucia Piscitello, Stefano Elia
Publisher Politecnico di Milano
Pages70-71
Number of pages2
ISBN (Electronic)9788864930428
Publication statusPublished - 2017
Event43rd Annual Conference of the European International Business Academy - Milan, Italy
Duration: 14 Dec 201716 Dec 2017

Conference

Conference43rd Annual Conference of the European International Business Academy
Country/TerritoryItaly
CityMilan
Period14/12/1716/12/17

Fingerprint

Dive into the research topics of 'Understanding the mediating effects of the relationship between consumer’s need-for-touch and online purchase propensity: a comparison study between China and Portugal'. Together they form a unique fingerprint.

Cite this