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Consumer need for tactile input: An internet retailing challenge
Abstract
A shortcoming of Internet-based retailing efforts is consumers' inability to touch products during their purchase decision-making processes. This research is a preliminary effort to examine the construct of need for tactile input by consumers and its impact on the likelihood to purchase products over the Internet. Initial measurement of the construct is developed through a survey of 272 respondents. This consumer characteristic is then shown to impact negatively the purchase of products on the Internet, particularly those requiring more tactile cues for their evaluation. Further, women showed a higher need for tactile input compared to men in making product evaluations. Strategic implications of the importance of considering consumers' need for tactile input for Internet retailers are provided.
... Consumers with high level of tactile needs do not rely solely on visual or hearing cues. The tactile inputs give consumers the accessibility and liberty to touch the product, thus fulfil their need of evaluating the product quality directly and raises consumers' confidence indirectly (Citrin et al., 2003). In studying the impact of tactile inputs in making product evaluations, women are found to be more sensitive in making product evaluations based upon their tactile needs than men (Citrin et al., 2003). ...
... The tactile inputs give consumers the accessibility and liberty to touch the product, thus fulfil their need of evaluating the product quality directly and raises consumers' confidence indirectly (Citrin et al., 2003). In studying the impact of tactile inputs in making product evaluations, women are found to be more sensitive in making product evaluations based upon their tactile needs than men (Citrin et al., 2003). In studying the consumer reactions to sustainable packaging Magnier and Schoormans (2015) observed that visual and verbal design elements of packaging must be congruent to lead consumers for an effective attitude and purchase intention of sustainable products. ...
... In western countries, white colour is most commonly used for wedding dresses while, in few Asian countries (Pakistan, India and Bangladesh), white is associated with mourning. While designing the products, it is equally important to consider the psychology of colours with respect to gender, age and beliefs of prospects (Citrin et al., 2003). ...
Purpose – The demand of green beauty products is increasing in Asian countries due to intense environmental problems associated with the purchase of makeup. However, the factors to determine green purchase intention of natural beauty brands is still under discussion. This study aims to bridge the gap by examining the impact of sensory marketing on green purchase intention of green beauty brands via a mediating role of green attitude. The Theory of planned behaviour was used to explore the dimensions of green purchase intention for green beauty product brands. Methodology - This study was cross-sectional and was conducted by self-administered closed ended questionnaires. In total 370 questionnaires were distributed, out of which 282 usable responses were used in the analysis with a response rate of 76%. The data was collected from female university students of Rawalpindi and Islamabad by using purposive sampling technique. The correlation among variables and regression analysis were applied to analyse data. Findings - The findings of the study indicate that sensory marketing has a significant positive impact on green purchase intention of natural beauty products. The study supports the mediating role of green attitude for the relationship between sensory marketing and green purchase intention. The results did not support the moderating impact of openness to experience on the relationship between sensory marketing and green purchase intention. Environmental consciousness is found to have no moderating impact on the green attitude-green purchase intention relationship. Value/Originality – The study gives valuable insight to address the problems associated with the marketing of green products in developing countries. The study is significant as it explores the novel factors that are rarely discussed in the previous studies to investigate green purchase intention of consumers for green beauty brands. Another contribution of the study is to familiarise marketers of developing countries with an inexpensive tool to market eco-friendly cosmetic brands, keeping in view consumers’ needs and demands. Implications - The study has implications to theory and extends the body of knowledge in luxurious and natural beauty products. The research overcomes the ambiguities associated with green cosmetic industry and supports the development of organic cosmetic industry in the emerging and less developing countries. Moreover, the study directs green products manufacturers and marketers to market organic products through innovative marketing strategies. The study suggests marketers to target their audience by keeping in mind their attitudes, cultural differences, geographical conditions, and sensory attributes that influence their purchasing intentions.
... Due to the limited sensory interaction in the online environment, a product bought online often turns out to be somehow different than what the consumer imagined it to be (Ketron, 2018); consequently, a lack of sensory information can lead to a lessened perceived value of the online offerings, as well as dissatisfaction and unease with the online experience (Heller et al., 2019). The lack of being able to touch products is indeed a widely acknowledged practical challenge for online shopping (Citrin et al., 2003;Lederman & Klatzky, 2004;Yazdanparast & Spears, 2012), and it is likely that consumers' need for touch reduces the attractiveness of online shopping (Brasel & Gips, 2014;Kühn et al., 2020). ...
... In the digital realm, being unable to touch products limits consumer's sensory perceptions and distracts the shopping experience and consequently, not being able to touch products is a fundamental deficiency in online shopping. Thus, consumers with a strong need for touch may prefer to buy products from traditional brick-and-mortar stores (Citrin et al., 2003), compared to online shopping. In shopping, the sense of touch plays two essential roles for consumers: first, acquiring functional information about the product attributes while making a goal-oriented purchase decision, and second, the general enjoyment obtained from the tactile sensory experience (Klatzky and Peck, 2012). ...
... Kühn et al. (2020) find that both hedonic and utilitarian dimensions of touch influence negatively on consumer judgments and consequently. Moreover, the lack of touch can result even in negative perceptions and feelings toward online shopping (Citrin et al., 2003). However, we find that only the autotelic need for touch hinders the relationship between telepresence and the attitude toward virtual shopping, while the moderating effect of instrumental need for touch is not supported. ...
The inability to touch products is a fundamental shortcoming in online shopping because humans typically use the sense of touch to evaluate the utilitarian product functionality and to obtain hedonic sensory enjoyment, which the instrumental and autotelic need for touch capture. This study of 900 consumers looks at the interplay between need for touch and imagination to study how imagination compensates for the lack of touch when consumers shop in a 360-virtual store. The study finds that while telepresence of a 360-virtual store improves consumer attitudes toward virtual shopping, the need for hedonic sensory enjoyment – autotelic need for touch – significantly reduces this effect. Further, imagination can compensate for the need for touch; yet this finding holds only for the instrumental need for touch, not for the autotelic need for touch. Consequently, we conclude that imagination can compensate for the utilitarian need to touch products in a 360-virtual store.
... Innovativeness Donthu & Garcia, 1999;Park & Jun, 2003;Limayem et al., 2000;Citrin et al., 2003;Sin et al., 2002. Personal innovativeness has both direct and indirect effects on online shopping intention. ...
... The negative effect of innovativeness on online shopping intention was supported by several researchers (Donthu & Garcia, 1999;Park & Jun, 2003;Limayem et al., 2000;Citrin et al., 2003;Sin et al., 2002). ...
... When evaluating a product, women need more tangible input than men (Citrin et. al., 2003). ...
E-commerce in general, and online shopping in particular, are becoming popular ways of
utilizing the Internet throughout the world. Social media is also becoming a widespread
tool, not only for interaction with others but also for marketing. Despite this trend, there is
a dearth of knowledge about the acceptance of online shopping and the use of social media
in developing countries such as Saudi Arabia. Technology adoption levels in Saudi Arabia
are growing rapidly but have yet to reach their full potential. One of the leading theories
explaining online shopping behaviour – the online shopping acceptance model (OSAM) –
has not been employed in previous studies of social media use or in developing countries
such as Saudi Arabia to understand online shopping.
To address this research problem, the researcher implemented a study using a positivist
approach. Quantitative data was gathered using an online survey. This survey was
conducted with Saudi residents who engage with online shopping. A data set of 423
completed survey responses is used in this thesis for statistical analysis. The data was
collected using a random sample and was collected from January to September 2015. The
structural equation modelling tested the hypothesised relationships between the constructs
as postulated in the model. Nineteen of the hypothesised links were supported and ten were
rejected. Eventually, the model that has statistical and explanatory power was confirmed.
The findings indicate a positive relationship between online shopping intention and other
factors of online shopping acceptance in Saudi Arabia. A positive relationship is also seen
between online shopping orientation and online shopping experience. The case examines
the relationship between online shopping orientation and online shopping motivation. The
same applies for the relationship between online shopping and social media through the
mediation of online shopping intention.
This research contributes to understanding the role of social media in OSAM in Saudi
Arabia as a developing country, as OSAM incorporates social media as a new factor that
influences acceptance aside from what is traditionally stipulated. A second contribution is
3
the finding that shopping orientation is the most important construct affecting online
shopping intention in Saudi Arabia.
... Accordingly, Lee & Tan (2003) postulate that consumers are more likely to shop online for goods that are low in purchase risk. Increased cost and the associated risk might make it necessary to inspect the good personally before purchasing online (Citrin et al., 2003;Peterson et al., 1997). ...
... As previously noted, the need to inspect a good prior to purchase is a frequently cited barrier toward Web retailing (e.g., Fenech & O'Cass, 2001). Hence, it has been suggested that nonstandardized goods, such as clothes, requiring a high degree of sensory input before reaching a purchase decision, are less likely to be acquired online (e.g., Citrin et al., 2003). However, the need of inspection prior to purchase seems to affect only the frequency of purchasing online but not any other Internet shopping behavior (Forsythe & Shi, 2003). ...
... 49). Brands may have an important role in shifting consumers' perceptions away from experience attributes, such as tactility to search attributes such as reputation (Citrin et al., 2003), and well-known brands have been found to be important risk relievers for online shoppers (Van den Poel & Leunis, 1999). The effect of brand names as risk relievers and facilitators of online purchases for goods and services is addressed below. ...
... Touch plays an important role in increasing perceived quality as well as purchase likelihood [20], [21], [22], [23]. It has also been established that individuals differ in their need to touch products [24], [25]. Citrin et al. [25] created the "Need for Tactile Input (NTI)" scale and found that higher levels of NTI negatively affect the evaluation of an online shopping experience. ...
... It has also been established that individuals differ in their need to touch products [24], [25]. Citrin et al. [25] created the "Need for Tactile Input (NTI)" scale and found that higher levels of NTI negatively affect the evaluation of an online shopping experience. Peck and Childers [24] have created another scale that records individual preferences in terms of the need for touch (NFT). ...
Advances in haptic technology have led researchers and engineers to seek out killer applications in which users can enjoy an experience of touch in AR/VR spaces. Such applications will respond appropriately to human desire for haptic experiences (i.e., touch desire) and thus it is essential for researchers and engineers to understand the nature of people's touch desires as they arise in the course of daily life. In this study, we employed Twitter data analysis to investigate a diurnal pattern in touch desire. Our results showed that touch desire identified in and extracted from Twitter texts did reveal a diurnal pattern. Touch desire tended to be at its lowest in the morning and increased as the day progressed. The time at which it peaked varied with the specific target of touch desire. Touch desire in relation to other people and objects reached its peak at night, but touch desire in relation to animals reached its peak at noon. These results were confirmed not only by our Twitter text analysis but also by data from other social media and an online survey. In addition, we found that the diurnal pattern of touch desire for each target shows a strong correlation with that of visual desire for the same target. This suggests that the diurnal pattern of touch desire is not limited to the sense of touch but is common to other sensory desires for each target. Our findings suggest that researchers need to take the time of day into account when investigating touch desire. Our findings also offer valuable insights for developers into the design of haptic applications and displays that takes into account the timing of daily peaks in touch desire.
... Some works have found that not being able to access haptic information can negatively impact the purchase intention of products with a high haptic importance [38], and demonstrated that users would prefer to touch and try them before buying them [39]. Some studies suggest that providing the possibility to touch the product and, thus, access multisensory information can even increase customers' purchase intention [40][41][42]. ...
... An explanation of this result could lie in the conclusions reached by previous works. Haptic information can positively influence many users' purchase decisions [38,40,61,62]. Conversely, not being in physical contact with the product can lead to frustration for some users, a factor that can negatively affect both purchase decisions and product evaluations [63], which the results in this work showed because, as mentioned above, the chair was less liked when presented in VR, a means that does not allow users to come into physical contact with the product. ...
Nowadays, the presentation of products through virtual reality and other online media coexists with traditional means. However, while some products may be perceived correctly in digital media, others may need physical contact. In this scenario, this work analyses how presenting a product highlighted for its haptic properties and the presence or absence of physical contact during the presentation can influence the perception of its attributes and stimulate purchase intention. To this end, an experiment was designed in which each participant viewed and interacted with a chair presented in five different means that elicited a greater or lesser sense of presence. Participants evaluated the product’s attributes on a semantic scale with bipolar pairs. No relation was found between the presentation means and users’ purchase intention. However, results showed significant differences in the evaluation of some physical characteristics depending on the presentation means, and the product was generally more liked when presented in means in which it could be touched. We conclude that choosing means that allow a product to be touched and elicit a greater sense of presence may impact more positively on evaluations of haptic features when presenting a product with high haptic importance.
... Peck and Childers, (2003a) argue that people with a high need for touch are more confident and less frustrated when they touch products, while consumers with a low level of need for touch trust their evaluations, independent of the possibility of touching the products. Citrin et al. (2003) also argue that the need for touch plays an important role in making buying decisions. Consumers with high need for touch are more sceptical about buying products on the Internet, especially those whose evaluation requires tactile cues. ...
... The NTI scale was developed by Citrin et. al. (2003) and contains six items that measure the need for tactile stimuli in order to evaluate a product or brand. When they developed this scale, the authors assumed that people generaly need to touch a product in order to asses it correctly. Items on this scale include: "I need to touch a product to evaluate its quality", "I need to touch a pr ...
... low) NFT feel more confident in their evaluations when they can touch a product (Peck & Johnson, 2011b). Women indicate a higher need for a tactile component than men when evaluating products (Citrin et al., 2003). Research on the need for tactile experiences (Citrin et al., 2003) reveals that consumers who rely heavily on tactile input (i.e., high NFT) are reluctant to depend solely on other sensory inputs (e.g., sight, hearing) when making a purchase decision. ...
... Women indicate a higher need for a tactile component than men when evaluating products (Citrin et al., 2003). Research on the need for tactile experiences (Citrin et al., 2003) reveals that consumers who rely heavily on tactile input (i.e., high NFT) are reluctant to depend solely on other sensory inputs (e.g., sight, hearing) when making a purchase decision. Orth et al. (2013) show that the positive effect of touch on product evaluation is mediated by trust only for consumers with high NFT, not for those with low NFT. ...
Consumers use their sense of touch to interact with products and salespeople in direct marketing; they use touchscreen devices to interact with products and others on e-commerce and mobile commerce platforms. Understanding the role of touch in consumers’ experiences in both physical and digital realms is essential for businesses to implement effective haptic strategies and for scholars to advance knowledge in touch literature. This chapter offers an initial review of the role of touch, touchscreens, and haptic technology through an interactive marketing lens. Specifically, it proposes a conceptual framework for continued research by situating current haptic and tactile research within an interactive marketing frame. It summarizes new knowledge of three important topics in interactive marketing: technology adoption, customer behavior, and multichannel marketing. It also draws readers’ attention to the multifaceted research of touch from psychology and neuroscience perspectives. The first half of the chapter summarizes the most up-to-date research findings and theories (e.g., psychological ownership) on haptic and tactile effects that substantially affect interactions between consumers and products and between consumers and service providers. Then a summary of recent research outlines how touchscreen devices (e.g., smartphones, tablets) and haptic technology (e.g., smart wearables) influence consumers’ experiences in the digital world.
... Virtual try-on technology, for example, enables customers to quickly and conveniently try on numerous fashion items from any location, helping them to assess the size and fit of apparel [87]. Traditionally, customers need to physically see, feel, touch and try on clothing products before they can make a purchase [35]. This is difficult in the online realm; however, virtual try-on technology has the potential to reduce the strain. ...
Virtual try-on technology has gained significant importance in the retail industry due to its potential to transform the way customers interact with products and make purchase decisions. It allows users to virtually try on clothing and accessories, providing a realistic representation of how the items would look and fit without the need for physical interaction. The ability to virtually try on products addresses common challenges associated with online shopping, such as uncertainty about fit and style, ultimately enhancing the overall customer experience and satisfaction. As a result, virtual try-on technology has the potential to reduce returns and optimise conversion rates for businesses, making it a valuable tool in the e-commerce landscape. In this paper, we provide a comprehensive review of deep learning based virtual try-on models, focusing on their functionality, technical details, dataset usage, weaknesses, and impact on customer satisfaction. The models are categorised into three main types: image-based, multi-pose, and video virtual try-on models, with detailed examples and technical summaries provided for each category. Additionally, we identify and discuss similarities and differences in these methods. Furthermore, we examine the datasets currently available for building and evaluating virtual try-on models, including the number of images/videos and their resolutions. We present the commonly used methods for both qualitative and quantitative evaluations, comparing synthesised images with previous work and performing quantitative evaluations across various metrics and benchmark datasets. We discuss the weaknesses of current deep learning based virtual try-on models, including challenges in preserving clothing characteristics and textures, the level of accuracy of applying the clothing to the person, and the preservation of facial identities. Additionally, we address dataset bias, particularly the domination of female models, limited diversity in clothing featured, and relatively simple and clean backgrounds in the datasets, which can negatively impact the model’s ability to handle challenging situations. Moreover, we explore the impact of virtual try-ons on customer satisfaction, highlighting the benefits that customers can enjoy, which also reduces returns and optimises conversion rates for businesses.
... High instrumental NFTs are also most negatively affected by webrooming, where consumers research products online before making an offline purchase, due to consumers' reduction in perceived product performance compared to their expectations (Chung et al., 2022). Citrin et al. (2003) developed a need for tactile input scale which also reflects this instrumental dimension. They have shown that women may be higher in their need for tactile input. ...
This article details the theoretical foundation of haptics in consumer research. We structure the review using a continuum from proximal touch‐based interactions to increasingly distal interactions through devices, imagery, or language use. We begin with a focus on product/object touch in marketing highlighting touch for haptic information, touch for haptic pleasure, and touch for nonhaptic functional reasons. We then elaborate on research considering work compensating for actual touch through various mechanisms including device‐mediated touch and imagery processing. Next, we examine interpersonal touch followed by a discussion on touch in sensory words and textual paralanguage. The authors note various avenues for future research in haptics with the aim to encourage research in consumer psychology and marketing.
... Similarly, as the sense of smell is related to pleasure and is closely connected to memories and emotions (Garlin and Owen, 2006;Goldkuhl and Styvén, 2007) the designers sought to incorporate this sense in the retail space: "You will also inhale the sweet scent of the Canadian outdoors." Within a physical setting, the sense of touch can be prioritized for full effect, especially as it is used to gain information and is related to feelings through physical and psychological interactions with the products (Citrin, Stem Jr et al., 2003;Peck and Wiggins, 2006). Within a physical setting, touching products can make it easier for consumers to recall the "feeling" more readily than simply looking at them. ...
This paper explores the role of interactive technology in retail design, and the prerequisites of the designed retail environment in optimizing customer experience and brand experience. Adopting a case study method, primary data was obtained using semi-structured interviews with 20 experts directly involved in the three chosen cases. The research contributes to the lack of extensive literature on interactive technology in physical retail, specifically within the fashion field. By connecting three topics of academic research – physical retail environment, the role of interactive technology and in-store customer experience and brand experience – it suggests the prerequisites for designed retail environments in optimizing customer experience and brand experience.
... Various research is also being done on sensory marketing. The impact of each of the senses is being studied: smell (Morrin & Ratneshwar, 2003;Garg & Chhikara, 2019), hearing (Beverland et al., 2006;Craton & Lantos, 2011), taste (Babin et al., 2003), sight (Henderson et al., 2003;Kahn & Deng, 2010), and touch (Citrin et al., 2003;Peck & Childers, 2006). The multitude of studies being conducted is due to the rapid pace of change in the environment and the widespread use of newer and newer solutions that fi t into this fi eld. ...
Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May 2022 were included. Four inclusion criteria were used: database, terms, language, and cover period. No methods were used to assess the risk of bias in the included studies. 33 items of literature were qualified for qualitative synthesis. Based on the analysis, a conceptual framework of the most commonly used antecedents and outcomes in research was created, and two main research areas were identified: sense of telepresence and research by technology type. In view of this, further research directions based on the identified research gaps were indicated.
... Touch desire in the context of purchasing has already been investigated. Touch is an important factor in increasing perceptions of quality and raising purchase likelihood [5], [6], [7], [8], but individuals differ in their need to touch products before purchasing [9], [10]. Peck and Childers created a scale that records individual preferences in terms of the need for touch (NFT), which consists of two subscales: instrumental NFT and autotelic NFT [9]. ...
Things that people desire to touch in daily life are known to be limited to a number of specific targets (e.g., cats). The utilization of haptic displays to provide the experience of touching such desired targets is expected to enhance people's quality of life. However, it is currently unclear which haptic properties (e.g., hardness and weight) of desired targets should be rendered with haptic displays, and how they should be rendered. To address these issues, we conducted an experiment with 600 Japanese participants via crowdsourcing. Among the 600 participants, we identified potential users of haptic displays and analyzed their responses for each target. For each desired target, we identified the haptic properties in relation to which a "need for consistency" was felt by potential users between their expectations and actual impressions during touching. We also identified the haptic properties in relation to which a "biased impression" was held by potential users for each target. For example, potential users responded that cats were soft and that the actual impression of softness during touching needed to be consistent with their impression. Our results provide insights into the design of haptic displays for realizing desired touch experiences.
... Luxury brands invest money, time, and resources to grant customers a superior, hedonic shopping experience, with enhanced visual and atmospheric elements (Kapferer & Bastien, 2012). Both qualitative and quantitative studies have examined the impacts of store atmospherics (Alpert & Alpert, 1990;Baker et al., 2002;Biswas et al., 2017;Roschk et al., 2017), the influence of sensory elements during online shopping (Citrin et al., 2003;Gorn et al., 2004), and the sensory qualities of luxury retail (Dion & Borraz, 2017;Klein et al., 2016;Madzharov et al., 2015) to explicate how positive customer experiences form. We showcase some of these findings, as well as their implications for distribution channels and research. ...
... Clothing sizes are inconsistent among brands, and size inconsistencies exist even within a single brand [10,11]. As online customers are unable to physically touch an apparel item during their purchasing process [12], it is hard to find the correct fit and size when shopping online. Moreover, customers' perceptions of fit and size can be affected by various factors, such as body proportions and body satisfaction, which are subjectively determined [13,14]. ...
As fashion e-commerce grows, the online return rates are running higher than ever before. Online customers buy the same product in multiple sizes or colors with the intention of returning what is not necessary as they are unable to have a tactile experience during their purchase. In terms of sustainability, returns have a huge negative impact on the environment, causing waste sent to landfills and carbon emissions. In the United States alone, over 15 million metric tons of carbon dioxide are annually emitted from transporting returned inventory. This study explored an innovative way to help reduce online returns due to fit and sizing issues using four-dimensional (4D) golf apparel wear simulation. The study observed how online customers reacted to an apparel wear simulation where they could see the body–clothing interactions, such as dynamic changes in the drape of a garment and cloth deformations caused by different body movements, with a focus on golf apparel. Female customers (n = 13) with experience playing golf and purchasing golf apparel online participated in randomized experiments where three different e-commerce demo websites embedded with simulations were shown. In-depth interviews were followed to collect qualitative data, and surveying was used to quantitatively assess the perceived usefulness of 4D golf apparel wear simulations. The findings of the study indicated that the wear simulation has the potential to help customers find the correct fit and size when shopping online. By exploring the idea of providing a more accurate representation of how apparel fits and interacts with the body, this study sheds light on the promising approach of leveraging 4D golf apparel wear simulations in online shopping to enhance sustainable fashion and potentially contribute to reducing the carbon footprint by minimizing returns.
... For the fashion and beauty industries, sensory and emotional experiences are vital factors that influence consumers when choosing products (Citrin et al., 2003) and retail channels (Nicholson et al., 2002). As such, fashion and beauty brands are trying to connect the virtual world with the real world by building and introducing their own virtual stores and products. ...
This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation.
... However, there is good reason to expect differences between the sexes. Citrin, Stem, Spangenberg, and Clark (2003) found that women exhibited a greater need for tactual input in making product evaluations than men. Herz (2004) revealed that women attributed a larger role to odors in determining the pleasantness of various experiences than men, even though these effects have not been found consistently (Peck and Childers 2003;Wrzesniewski et al. 1999). ...
... In the context of mobile interaction, individuals presenting a high level of need for touch [75] have been shown to increase their use of smartphones and present higher dependence on them [53]. Conversely, initial research showed that need for touch was negatively correlated with online purchasing due to the lack of haptic interactions with products [18] but that this effect was reduced when using a direct-touch interface, even though it was still relevant for consumers with high need for touch levels [49]. In addition to this, Kühn et al. [49] demonstrated that higher levels of need for touch modify consumers' willingness to pay between offline and online contexts. ...
... Another difference is concerned with the lack of haptic interaction in online purchases, which was identified as an important factor influencing purchase decisions [16]. The absence of tactile experience can influence the perception of visual components. ...
The research examines the influence of digital visual product package presentations on perceived purchase willingness. Subjects pairwise compared the graphical stimuli displayed on a computer monitor. Gathered purchase willingness preference weights were calculated by means of the Analytic Hierarchy Process technique. Two studies focused on the package edge roundedness effect applied along different axes are reported. The first one included the following factors: Roundedness axis defined on three levels (X, Y, Z) and Roundedness degree also specified on three levels (Small, Medium, Large). The second involved Roundedness type (two levels: All edges rounded, Only sides rounded – along one axis) and Roundedness degree (Tiny, Small, Medium, Large). Both package Roundedness axis and Roundedness degree influenced perception and purchase willingness. This research extends existing knowledge by presenting empirical evidence on how a variety of product digital forms influences visual perception and purchase willingness. The results deliver useful and detailed information for practitioners and the outcomes may be applied as guidelines for computer graphics designers preparing visual appearance for articles in electronic shops, websites, banners, or advertisements displayed in networked screens.
... Shoppers with a low need for touch are least affected by the inability to touch and have less effect on their overall shopping experiences (Luna-Nevarez and McGovern, 2021). However, if products require critical decision-making and profound knowledge, consumers with a greater need for touch reduce their online product purchase intention (Citrin et al., 2003). Specifically, in the case of apparel, purchase intentions get higher if an element of feel, touch and try is there. ...
Purpose
Digital technologies emerged as innovative avenues for launching new products, advertising brands, increasing customer awareness and thus leaving a remarkable impact on the online marketplace. The present study analyzed the effects of crucial antecedents of AR interactive technology on customers' behavior toward AR-based e-commerce websites.
Design/methodology/approach
Convenience sampling was used to collect primary data from 357 iGen respondents aged 16–22 years; residing in New Delhi and the NCR region of India and examined using the structural equation modeling technique.
Findings
Results revealed that technology anxiety and virtuality significantly influence customers' attitudes and behavioral intentions toward AR-based e-commerce websites. However, interactivity and innovativeness remain non-significant. Additionally, non-significant moderating effects were identified for the moderators, i.e. trust and need for touch. At the same time, gender has a significant moderating effect only for the association between technology anxiety and attitude toward AR-based e-commerce websites.
Research limitations/implications
The study summarizes numerous theoretical and managerial implications for AR-based website designers and policymakers, followed by the crucial limitations and directions for future research.
Originality/value
The present research provides a significant understanding of the e-commerce industry by providing valuable insights about young iGen consumers' perceptions of AR-based e-commerce websites.
... On the contrary, the senses of sight and sound do not necessitate direct interaction with the source (Hultén, 2011). Finally, the sense of touch is usually related to information about objects through physical and psychological interactions as Peck and Wiggins (2006) and Citrin et al. (2003) suggested. ...
Abstract
Destination image is a key determinant of tourists’ destination choice and loyalty formation. Despite works suggesting multi-sensory image as an additional dimension of destination image—alongside cognitive, affective, and conative images—there has been little quantitative evidence validating the view. In response to the research gap, this study (1) examined whether multi-sensory image can be integrated into the existing bi-dimensional model and form a higher-order structure of destination image and (2) assessed the nomological validity of the higher-order destination image in predicting tourist satisfaction and destination loyalty. In doing so, this study also invented a multi-sensory image scale via mix-methods research. Results supported the sound psychometric properties of the multi-sensory image scale, the tri-dimensional structure of destination image consists of cognitive, affective, and multi-sensory images, and the nomological validity of the higher-order destination image. The findings suggest a new understanding of destination image and call for greater use of multi-sensory images in destination marketing.
... Items that asked about their brick-and-mortar store experiences were adapted from previous studies-need for touch (Citrin et al., 2003; α = 0.93) and salespeople's assistance (Reynolds & Beatty, 1999; α = 0.90). Items in product demonstration (via passive strategy) (α = 0.80), interaction with the seller (via interactive strategy) (α = 0.86), and other viewers' reviews (via active strategy) (α = 0.78) were adapted from previous studies and slightly modified to fit the livestream shopping context (Berger & Burgoon, 1995;Ou et al., 2014;Tang & Lin, 2019). ...
This study investigates how livestream fashion shopping is associated with brick-and-mortar shopping, focusing on product uncertainty, and examines livestreaming’s role in reducing product uncertainty and promoting consumers’ purchase intention by adopting the Uncertainty reduction theory (URT). The study identifies the three product information sources (i.e., product demonstration, interaction with the seller, and other viewers’ reviews) that consumers use in livestream shopping via uncertainty-reducing strategies. PLS results (n = 292) indicate that consumers who rely on salespeople’s assistance as a product information source in brick-and-mortar shopping showed a positive perception of the two product information sources—interaction with the seller and other viewers’ reviews—in livestream shopping. The seller’s product demonstration played a significant role in reducing product uncertainty and subsequently affected purchase intention, while the other two information sources (i.e., interaction with the seller and other viewers’ reviews) affected the purchase intention directly. The findings extend the URT to improve our understanding of consumer information attainment in the livestream shopping context and exemplify a promising future for livestream fashion shopping by investigating its features that can potentially substitute for the brick-and-mortar shopping experience. Future studies can include motivational factors (i.e., service and/or technical barriers) in the model.
... General online shopping differs from online grocery shopping where the e-grocery shoppers report the convenience and ease of use as positive drivers of adoption to e-groceries (Sin et al., 2002). Products that fall into see, touch, and smell categories such as meat, fresh products and bake goods (Huang & Oppewel, 2006) are considered as a challenge in online grocery environment (Citrin et al., 2003). Customer may resists with risk and that product purchased may slump prior to the delivery even though the quality and freshness of goods can be claimed online (Tsiros & Heilman, 2005). ...
e-groceries is probably is an effective way to contain the current epidemic to avoid personal contacts and maintain the social distance within the face of the Covid-19 Pandemic. The purpose of this study is to gain insight on the impact of e-service quality dimensions and customer satisfaction of e-groceries with the role of customer trust as a mediating variable during the Covid-19 pandemic. Research adopted the quantitative approach where the empirical data gathered from 300 e-grocery shoppers in Western province, Sri Lanka, selected by adopting multi-stage sampling method. Data collected through a field survey conducted during the first wave of Covid-19 pandemic in year 2020. As analysis methods, Regression analysis adopted whereas the Barron and Kenny mediator analysis model and the Sobel test adopted for mediation impact. According to the findings, e-service quality dimensions strongly impact on the customer satisfaction of egroceries during the Pandemic. Further, customer trust, partially mediates the eservice quality and customer satisfaction of e-groceries. The research indicates that e-grocery service providers have to distinct on revamp of customer trust parameters and e-service quality dimensions that mentioned throughout to enhance the customer satisfaction, customer trust and attract more customers for e-grocery shopping.
... Lack of trust in a technical system (i.e., OGS) can act as a potential barrier to the use of the channel (Dahlberg et al., 2003). In the literature, it is emphasized that trust in online channels is even more important in matters that physically affect consumers such as grocery shopping (Citrin et al., 2003), and in this respect, the role of the online retailer in its success is critical (Toufaily et al., 2013). Also, PEU is hypothesized to positively affect trust in the literature (Chinomona, 2013) that in turn significantly plays vital importance in online shopping behavior through our attitudes. ...
This study aims to understand the mechanisms of consumers’ online grocery shopping (OGS)
acceptance in the current COVID-19 pandemic. Through this perspective, an extended technology
acceptance model is employed by including the fear of COVID-19 factor to reveal the extent of
the Turkish consumers’ acceptance of OGS. We have tested the proposed research model on 455
survey participants living in various cities of Turkey. Structural equation modeling is employed
to test the eleven research hypotheses. The results indicate that perceived ease of use, perceived
usefulness, and attitude are valid predictors of OGS acceptance. Besides, the fear of COVID-19
negatively moderates these relationships. By revealing these empirical results, this study provides
some useful insights into our understanding of the acceptance mechanisms of OGS processes in a
pandemic situation. We hope to pinpoint the underlying reasons for the vast expansion of OGS
among Turkish customers in pandemic times.
... In the virtual world, engaging the customer's sense of touch/haptics via the interface (e.g., screen touch, mouse touch) has been shown to increase the interactivity of images as well as the consumers' feelings of ownship (Vries et al., 2018). It has been suggested that women may need more tactile information (verbal and visual information) than men in online product evaluation and purchase decision-making (Citrin et al., 2003). Activating haptic mental imagery can be used to help increase their memory for pictures (Paivio, 1975), as well as allow them to get a sense of how textures/ surfaces would feel (Witmer et al., 2005). ...
With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed that was based on the link between multisensory perception, positive emotions, and purchase intent in fashion e-customisation marketing. We discuss the outcomes derived from consumers’ experiences in fashion e-customisation and analyse the relationships between variables. Questionnaires were used to collect data for this quantitative study (n = 398 participants). The data was analysed using factor analysis, correlation analysis, and regression analysis. The findings contribute to the field of clothing e-customisation by identifying the effects of visual perception, haptic imagery, and auditory stimulation on arousal, and purchase intent. Visual perception and haptic imagery exerted a positive influence over dominance. We also identify the effects of arousal and dominance on purchase intent, and assess the mediating effects of these variables on visual perception, haptic mental imagery, and purchase intent. The results highlight how fashion e-customisation marketing strategies can be adopted by managers in order to increase positive emotions and how multisensory perception can potentially be used to influence consumers’ purchase behaviour.
... In the online environment, we perceive products only through sight and sometimes through hearing, but not through touch, taste, or smell, so they remain intangible (Laroche et al., 2005). These limitations make some consumers reluctant to use online channels in their purchases (Citrin et al., 2003;Levin et al., 2003) because it is more challenging to evaluate the products and, therefore, the risk is greater (Dai et al., 2014). ...
The visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. Attention to product images on websites is measured using eye-tracking in two experiments with 58 students and 66 subjects, with four product categories and four purchase tasks in each one. Our results show that pictures, in general, attract attention first, before the product names and price information. Furthermore, images attract less total attention than textual information. Images attract less attention when they are not crucial for completing the task, such as when purchasing a determined product or when locating product tracking information. Younger people (less than 30) spend much less time viewing the product pictures than older age groups (50 or more). According to our results, e-retailers could improve their sites' performance by adapting the products' presentation to the purchase tasks and visitor characteristics.
... EJM While the marketing literature provides valuable information into the general effects of odors on consumer perceptions and behaviors (Fiore et al., 2000;Madzharov et al., 2015), there is a lack of understanding on consumer motives to extract and to use information obtained through sense of smell. Because previous research has shown that individual differences in sensory perception are the result of motivation (or preference) for certain types of sensory information (Haugtvedt et al., 2008), including preference for taste information (Buchanan et al., 1987), visual information (Heckler et al., 1993) and haptic information (Citrin et al., 2003;Peck and Childers, 2003), it is important to study consumers' motivation (or preference) for odor information. ...
This research examines the conditions under which individuals’ olfaction is actively engaged in purchase decisions. Consequently, it introduces the concept of need for smell (NFS) to measure differential motivation for the extraction and use of odor information in buying contexts. A 10-item NFS scale was developed that consists of hedonic and utilitarian dimensions.
The scale’s dimensionality and construct validity were
examined in five studies. The moderating role of NFS, and the mediating role of emotions, in the relationship between odor perception and consumer responses, were examined. The data were analyzed using confirmatory factor analyses and customized PROCESS models.
The results show that NFS is a two-dimensional construct. The results further support the scale’s internal structure as well as its reliability, convergent, discriminant, and nomological validity. NFS moderates the relationship between odor perception and consumer responses, and emotions mediate this relationship. While hedonic NFS strengthens the impact of odor perception on consumer responses, utilitarian NFS weakens this effect.
This work is one of the first attempts to explain motivational differences in active engagement of olfaction, especially in purchase decisions. As a critical step in exploring olfactory information processing, the study demonstrates the relevance and functionality of NFS construct and NFS scale. The study extends the consumer scent research by introducing NFS and illustrating the interplay of odor perception, and NFS on consumer responses to scent stimuli.
... The multi-sensory nature of consumption suggests that people with a high level of need for touch will have less confidence in relying solely on auditory or visual stimuli to evaluate the product and/or make an online purchasing decision (Citrin et al., 2003). Therefore, the feeling of touch arising from direct interaction with the products will result in a greater psychological ownership and endowment effect among people that score high on the need for touch. ...
As e-shopping continues to grow, with a significant nudge from the pandemic, more research is needed to find out how we can deal with reluctance caused by people’s inability to touch online bought products. Previous studies found that psychological ownership is an important predictor of individuals’ attitudes, while the endowment effect, in particular, impacts the finalization of economic transactions. In this article, we explore the impact of direct interaction with virtual objects through touchscreens on enhancing psychological ownership and endowment effect. Moreover, we explore if the product type influences the degree of psychological ownership manifested by consumers and if the individual differences in terms of need for touch moderate the relationship between the interface and psychological ownership, respectively endowment effect. We also analyzed if virtually touching the products through a tactile interface impacts psychological ownership and endowment effect compared to the situation when the products are analyzed on a mouse interface. Results highlight that studying products on a touchscreen will not lead to an increased psychological ownership and enhanced endowment effect compared to studying them on a no-touch interface. However, participants who studied the material products on touchscreen reported a higher psychological ownership. Touchscreens lead to an enhanced perceived touch, which will trigger a higher level of psychological ownership. Comparing the impact of touch on two touchscreen devices, results showed that tablets will determine an increased psychological ownership compared to smartphones.
... Consumers may feel reluctant buying products over the RMUTT Global Business Accounting and Finance Review (GBAFR) Volume 3 Issue 3 : September-December 2019 internet because they cannot touch and feel the product before purchase, especially expensive products such as electronics products. High levels of Need for Touch lead to a lower use of the Internet as a purchase channel, especially with those products that require quality to be assessed by means of touch, as opposed to only visually appraising the product (Citrin et al., 2003). ...
Online shopping has gained popularity in various types of products. The main attraction for consumers to shop online is convenience. Consumers nowadays can save time and enjoy the ease of shopping over the internet for a wide variety of items instead of going to a conventional store. However, consumer electronics are perceived as expensive products and many customers need to experience it before purchase. Moreover, there are other factors such as perceived ease of use, perceived usefulness, perceived privacy and security of transactions, need for touch, electronic word of mouth which influence the purchase intention. The purpose of this study aimed to explore consumer behavior of Thai millennials towards buying consumer electronics online. The study was conducted on 200 Thai millennials, aged between 23 and 38 years old. The data were collected through an online questionnaire and analyzed by quantitative statistical methods. Independent sample T-test, one-way ANOVA and multiple linear regression analysis were used to test the hypotheses. The results showed that there were different perception towards online purchase intention among consumers who have different gender and monthly income. Nevertheless, consumers with different age and educational level have indifferent opinion towards online purchase intention. Significantly, the study also found that consumer behavior in terms of perceived usefulness, perceived privacy and security of transaction, need for touch, and electronic word of mouth influenced online purchase intention at the statistically significant level as of 0.05.
... Items that asked about their brick-and-mortar store experiences were adapted from previous studies-need for touch (Citrin et al., 2003; α = 0.93) and salespeople's assistance (Reynolds & Beatty, 1999; α = 0.90). Items in product demonstration (via passive strategy) (α = 0.80), interaction with the seller (via interactive strategy) (α = 0.86), and other viewers' reviews (via active strategy) (α = 0.78) were adapted from previous studies and slightly modified to fit the livestream shopping context (Berger & Burgoon, 1995;Ou et al., 2014;Tang & Lin, 2019). ...
... The sample was predominately Caucasians (69%), followed by African Americans (11%), Asians (10%), and Hispanic/Latinos (3%). The survey instruments were adapted from the previous studies and measured on a 5-point Likert scale (Citrin et al., 2003, Dimoka et al., 2012Tang & Lin, 2019). The study employed structural equation modeling (SEM) analysis using AMOS. ...
... Clothing is a highly involvement product category, related to personal ego (Keng Kau et al., 2003), therefore the products need to be seen, felt, and touched (Citrin, 2003). In the fashion industry, sensory elements are especially important, since consumers look for entertainment when they purchase clothing (Drapers, 2011). ...
... Past researches show that intrinsic cues of product are more important for product quality as compared to extrinsic factors. Information about intrinsic factors can be obtained through tactile input (Jacoby, et al. 1971, Citrin, et al. 2003. Therefore, there is need to study how we can minimize the need for touch, while shopping online. ...
Cite this paper: Rizwan, M., & Zaheer, N. (2020). The role of brand equity in mitigating need for touch (NFT) in online purchasing. Paradigms, SI(1), 52-56. A significant facet hindering the explosive growth of e-commerce is the absence of tactile information about the products. The absence of tactile information may lead to uncertainty in consumer purchase decisions, particularly in online settings. It has been observed that while buying products, online consumers may feel a lack of physical contact with the product that may result reducing motivation to buy the product. This study aims at addressing the influence of Need for touch (NFT) in online purchasing. The study argues that the NFT in online buying can be mitigated by the brand equity. The brands having greater brand equity may help reducing the NFT. Since buyers may stress different features of the product differently; therefore, NFT may very across the product categories. This study proposed quantitative methods to investigate the NFT mitigation in online environment. A valid sample of 210 was used for data analysis. SPSS and AMOS were used for SEM technique. Based on results, it was concluded that Brand Awareness and NFT has a negative relation, Brand Association and NFT has a negative relation, while both perceived quality and uniqueness has a positive relation with NFT which is unexpected as well. Lastly, it is found that NFT has a negative relation with online purchase intention.
... softness, warmth and flexibility). Accordingly, tactile exploration is crucial for fashion consumers (Citrin et al., 2003;Manzano et al., 2016). ...
[Purpose]
This study aims to explore consumers' vicarious experience of touch, namely, mental simulation for touch, through product pictures as visual stimuli and the use of touch devices as motion stimuli in the context of online fashion shopping.
[Design/methodology/approach]
Participants were randomly exposed to one of the two texture conditions (weak vs strong tactile sensitivity). The responses from the participants who used a laptop as a non-touch device and a touch device were considered in the analysis. A total of 179 responses were analyzed with analysis of variance and the PROCESS procedure for path analysis using SPSS 20.0.
[Findings]
The interaction effects of tactile sensitivity and device types on mental simulation for touch were significant; seeing a less tactile-sensitive product facilitated a greater mental simulation for touch when using a touch device; however, seeing a tactile-sensitive product produced a similar mental simulation for touch, regardless of device types. Furthermore, browsing a less tactile-sensitive product using a touch device increased favorable product attitudes, fully mediated by mental simulation for touch.
[Originality/value]
This study contributes to the literature on online shopping behaviors of fashion consumers by showing the role of mental simulation for touch that is shaped by the tactile qualities of products and device types. Exploration of this topic can contribute significantly to online fashion retailers because studies on consumers' mental simulation for touch are limited.
... Lester at al. [24] argue that one of the major shortcomings of online shopping is that shoppers cannot touch the products. Citrin at al. [25] explain that the need to touch products is negatively related to online purchasing, especially for clothing. The shopping experience (and buying decision) can be impaired because of the desire to try on, touch, and feel the clothes [26]. ...
The texture of a fabric can be perceived by the haptic and visual senses. Visual texture can be defined as a visual quality of a surface. It is an important phenomenon because it can be significant in many fields, such as textile design and e-commerce. At the same time, when we consider the semantics of the word, it is important to take into account that there are a variety of manifestations of fabrics (e.g., woven, knitted, etc.). The mechanism of visual texture perception of fabrics was investigated by measuring visual evaluation values. In our experiment, 12 textile samples with different surface textures are evaluated using thirty-four adjectives (Kansei words). For each visual texture, the adjectives with the highest mean ratings are extracted and analyzed. By using Hierarchical Cluster Analysis (HCA) and Principal Component Analysis (PCA), we aimed to discover and determine preferences for the visual texture of fabrics. The result is a semantic explanation of fabric texture with the adjectives proposed, which can help customers to evaluate the quality of the textile.
... This finding, too, is in agreement with published literature: Kühn et al. (2020) found that customers with high NFT experience stronger quality concerns when shopping online, and San-Martín et al. (2017) found that customers scoring lower in NFT were more strongly oriented toward e-commerce (although Duarte and e Silva (2020) found no association between NFT and propensity to make online purchases). Overall, our findings can be explained by the lack of haptic product information available to online customers (Citrin et al., 2003), which makes it more difficult for customers with high NFT to evaluate a product's quality (Kühn et al., 2020). Because we know that emotions play a crucial role in the customer experience (Gentile et al., 2007;Puccinelli et al., 2009;Riedl, 2020a,b, 2021a), it is surprising that Autotelic NFT did not evince a significant association with either online or in-store willingness to purchase. ...
Nowadays, customers can utilize both online and in-store retail channels. Consequently, it is crucial for retailers to understand the possible drivers of retail channel selection, including customers’ personalities, degrees of trust, and product touch preferences. Unfortunately, current omnichannel research only scarcely addresses the effects of personality, trust, and desire to touch a product before purchasing it on willingness to purchase and how those effects vary between online and in-store shopping. Thus, we conducted an exploratory study. Our analysis of survey data (N = 1,208)—which controls for respondents’ age, gender, and education—reveals that across both the willingness to purchase in-store and online, a higher level of e-vendor trust is a significant, positive predictor. However, we also identify several channel-related differences, including that Trust Propensity, as well as the Big Five traits of Extraversion, Agreeableness, and Conscientiousness are significantly positively related to in-store, but not online, purchase willingness. We also find that Instrumental Need for Touch (defined as goal-motivated touch of a product) is positively related to in-store, but negatively related to online, purchase willingness. Finally, we highlight opportunities for future research and discuss how retail managers might enhance customer experiences in their physical and online stores.
... Existem muitos produtos que eu poderia comprar ou ter comprado se pudesse tocar ou ter tocado neles (2011,2012) Ainda como pré-requisito neste estudo se estabeleceu um nível alpha (α) flexível para a moderação, dada a escassez de estudos com este parâmetro, e menos ainda para a escala utilizada neste estudo (Varma, Stem, Spangenberg, & Clark, 2003;Venus & Phua, 2015). A flexibilização deste parâmetro segue sugestão de Kline (2020), ao propor que a compreensão de um fenômeno não se dê apenas pelo p-valor, mas também pelo tamanho do efeito, da amostra (maiores em tamanho), intervalo de confiança (mais estreitos), e ainda mais pela replicação de estudos sobre o aspecto de interesse. ...
RESUMO Objetivo do estudo: O objetivo deste estudo foi determinar em que nível se dá a moderação na necessidade toque (Need for Touch, NFT) para a relação entre a atitude à loja e a intenção de compra em lojas online ; Metodologia: Foi realizado um survey, com dados analisados por meio de modelagem de equações estruturais para validação do modelo, se utilizando o software Smart PLS, com análise de moderação por regressão linear com uso do software SPSS; Principais resultados: Os resultados trazem evidências da moderação positiva do NFT para a relação entre atitude a loja e intenção de compra, ou seja, em uma compra virtual, a favorabilidade à loja leva a maior intenção de compra na medida em que aumenta a necessidade de toque estimulada por um site mais interativo. Contribuições teóricas e metodológicas: O estudo contribui teoricamente ao ensejar o acúmulo de evidências para a aplicação do construto NFT em estudos de consumo virtual. Metodologicamente o estudo contribui ao testar efeitos condicionais do NFT; Relevância/originalidade: O estudo é relevante ao permitir que se busque uma maior compreensão do fenômeno NFT na medida em que amplia o acúmulo de evidências sobre o efeito deste construto em contextos digitais; Implicações para a gestão ou sociais: Para a sociedade este estudo contribui ao apresentar a relação entre um aspecto psicológico do indivíduo em um contexto digital, cada vez mais presente n o dia-a-dia das pessoas. Para gestores, este estudo sugere a aplicação de meios mais realistas nos sites para se obter mais favorabilidade dos consumidores. Palavras chave: comportamento do consumidor, necessidade de toque, intenção de compra online.
Dokunma duyusu insanın çevresi ve diğer insanlarla iletişim kurmasını sağlayan en önemli duyulardan biridir. Haptik iletişim, insanlar arasında sarılma, el sıkışma vb. şeklinde bir bağ ya da iletişim kurulmasını sağlar. Aynı zamanda, tüketicilerin satın aldıkları ürün ve hizmetlere dokunarak onları hissetme ihtiyacı da haptik iletişim kapsamında incelenebilir. Bu çalışmanın amacı, haptik iletişimin tüketici davranışları üzerindeki önemini ortaya koymaktır. Türkçe alanyazında tüketici davranışları ile ilgili sayısız çalışma bulunsa da haptik iletişim sıklıkla çalışılmamış bir kavramdır. Araştırma kapsamında, "tüketici davranışlarında haptik iletişim" odaklı bir ölçek oluşturulmuştur. Araştırma evreni Türkiye genelini kapsadığı ve tüm bireylere ulaşabilme imkânının olmaması sebebiyle küme örnekleme tekniğine başvurulmuştur. Yapılan istatistiksel analizler sonucunda, tüketicilerin dokunarak alışveriş yapma ihtiyacına yönelik 6 faktör bulunmuştur: "fiziksel özellikleri anlama", "algılama ve hissetme", "tatmin olmama", "duygu yükleme", "seçme" ve "iletişim kurma". Ayrıca genel olarak tüketicilerin tekstil, mobilya, gıda ve elektronik ürünlerini dokunarak satın almayı diğer kategorilere göre daha çok önemsedikleri sonucuna ulaşılmıştır. Araştırma sonuçları, haptik iletişimin tüketici davranışları üzerinde önemli bir etkisi olduğunu göstermektedir. Tüketiciler, satın almak istedikleri ürünlere dokunarak onları daha iyi anlama ve hissetme fırsatı buldukları için, haptik iletişime dayalı alışveriş deneyimleri daha olumlu ve tatmin edici olmaktadır. Bu nedenle, işletmeler, tüketicilerin haptik iletişim ihtiyacını karşılayarak, satışlarını ve müşteri memnuniyetlerini artırabilirler.
The current study strives to provide a haptic attribute space where texture surfaces are located based on their haptic attributes. The main aim of the haptic attribute space is to come up with a standardized model for representing and identifying haptic textures analogous to the RGB model for colors. To this end, a four dimensional haptic attribute space is established by conducting a psychophysical experiment where human participants rate 100 real-life texture surfaces according to their haptic attributes. The four dimensions of the haptic attribute space are rough-smooth, flat-bumpy, sticky-slippery, and hard-soft. The generalization and scalability of the haptic attribute space is achieved by training a 1D-CNN model for predicting attributes of haptic textures. The 1D-CNN is trained using the attribute data from psychophysical experiments and image features collected from the images of real textures. The prediction power granted by the 1D-CNN renders scalability to the haptic attribute space. The prediction accuracy of the proposed 1D-CNN model is compared against other machine learning and deep learning algorithms. The results show that the proposed method outperforms the other models on MAE and RMSE metrics.
The massive size of fashion items catalogues, jointly with the explosive number of product combinations and specific customer preferences and traits—in what is known as the information overload problem—tend to degrade customers’ online experience. To mitigate the effects of this problem and to improve customers’ online experience, Recommender Systems (RSs) have been proposed. This chapter provides an overview of Artificial Intelligence techniques for personalised RSs in online fashion retail stores. An introductory description of RSs is provided, including their components, potential applications, current commercial availability and limitations, and possible evolutionary avenues. Customer Models (CMs) are described and highlighted as a key component that allows RSs to provide personalised recommendations. The chapter also briefly explores how CM/RS combinations may assist stakeholders in fashion industry domains other than sales. Contents are intended as a primer for the seasoned or apprentice fashion professional in academia or industry to realise Fashion CM/RSs’ potential to facilitate fashion online sales or to transition the fashion industry from product-centric to customer-centric operations. Real-world examples illustrate the main concepts; complementary reading sources are provided.
Las características del consumidor juegan a menudo un papel importante en la selección del canal para sus compras. De este modo, el presente trabajo pretende estudiar y determinar cuáles son los factores internos que favorecen la adopción de varios canales de compra por parte del consumidor. Con este objetivo, se estudia el comportamiento de los consumidores en relación con el canal online, debido a su relevancia como canal de compra en el contexto de compra multicanal. Los resultados obtenidos en la investigación demuestran que determinadas características del consumidor son factores relevantes que le predisponen a la multicanalidad.
This conceptual review focuses on the importance of sensory processing in influencing consumer buying decisions. It gives an overview of sensory processing, along with the difference between sensory marketing and consumer sensory processing. In addition, it explores the relationship between the product sensory information and sensory evaluation. It provides information on the role of sensory information on sensory evaluation and consumer judgement. Moreover, the information on sensory congruence is provided to examine the multisensory congruence-effects on consumers’ judgements.
The interactive experiences play a significant role in maintaining customer loyalty both offline and online and the human touch in particular remains a necessity when it comes to purchasing luxury goods. There is a rising trend towards adopting Augmented Reality (AR) technology, or Virtual Reality (VR), for a store-like shopping experience from the comfort of the customer’s home. The chapter examines how luxury fashion brands can improve customer experience online by adopting technology-centric business models and AR/VR.
Tested a portion of J. C. Olson's cue model which hypothesizes that, other things equal, intrinsic cues (e.g., physical product differences) will be stronger determinants of perceived-quality judgments than will extrinsic cues (e.g., price or store image). 90 female undergraduates were randomly assigned to the conditions of a 2 * 3 * 3 (Price * Store Image * Hosiery Product Samples) analysis of variance with repeated measures on the intrinsic factor. Results support the hypothesis; omega-square values revealed that 73% of the total variance was due to intrinsic product sample differences. Additionally, the hypothesis that perceived worth would be more strongly related to stated purchase intentions than would perceived quality was supported. (PsycINFO Database Record (c) 2012 APA, all rights reserved)