The need for touch no retalho online

: impacto da informação háptica textual

Abstract

This dissertation discusses the sense of touch and the implications of the impossibility of not using it on online commercial environment. Due to this, and based on an extensive literature research, this study provides a better understanding of consumer individual differences, regarding the need for touch. It also became clear that different products require different needs for touch. Taking into account the existing literature on the field, an approach is made in order to minimize this problem. Therefore, textual haptic information was explored, since it has not been considered by online enterprises and it does not represent relevant costs either. Being low-cost and immediate, textual haptic information emerges as a possible answer to the need for touch. In this sense, hypotheses have been formulated and, after being tested, they lead to the conclusion that textual haptic information has indeed a positive impact on the intention of purchasing online. Moreover, this positive impact is extended to the perception one has about products and the decreasing need for touch, on behalf of the most receptive costumers to the given information. Thus, using textual haptic information, in the form of product description, has enhanced value and it differentiates the enterprise from others, since it becomes more transparent for consumers.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)