Abstract
Apparel is considered to be a category where haptic cues play a key role in evaluating product properties, and yet the consumer buying process in said retail channel is hindered by restricted product experience and evaluation due to the intrinsic absence of haptic options. The current research seeks to gain deeper insights into the knowledge and understanding of consumer autotelic and instrumental need for touch (NFT] in the search and purchase stages of buying apparel online. Using a self-reported questionnaire, data were collected from 227 subjects. Results indicate that consumers high in autotelic NFT and instrumental NFT show a lower likelihood to purchase apparel online. Also a significant moderating effect for utilitarian shopping orientation and instrumental NFT on online apparel search and purchase was also found. These findings have important implications for online retailers since overcoming the lack of NFT remains a major obstacle in the adoption of this channel. In addition, directions for future research are suggested.
Highlights
According to eMarketer [1], online sales of apparel and accessories amounted to $44.7 billion in 2013, and are estimated to reach $86 billion by 2018
Prior research has shown that the relevance of touch and the consumer need for haptic information depends mainly on product category [2,3,4], on product properties [5], and on the type of material [6]
A self-reported questionnaire was conducted in order to measure the following three concepts: need for touch (NFT), shopping orientation, and online preferences when searching for information and purchasing
Summary
According to eMarketer [1], online sales of apparel and accessories amounted to $44.7 billion in 2013, and are estimated to reach $86 billion by 2018. The huge growth of the Internet as a search and purchase channel for apparel poses fresh challenges for the sector. One key challenge in the apparel purchasing process online is that consumers will be reluctant to buy what they can’t touch. Apparel is considered to be a category where haptic perception plays an important role in evaluating product properties since the dominant attribute of said category is texture, a feature which conveys qualities such as softness, warmth or flexibility [7]. The shopping experience of apparel has traditionally been studied in the light of the importance attached by consumers to the incoming information provided by all senses, by touch [8]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
