Touch Effect of Mental Simulation in Online Fashion Shopping

Abstract

This study investigates the effects of the interplay of device types and the need for touch (NFT) on product attitudes and determines how the mental simulation of touch mediates such relationships. Specifically, we test the roles of instrumental and autotelic NFT in the moderated mediation effect of mental simulation of touch. We instructed the potential participants to shop for a leather jacket on a webpage. With a total of 152 data points from the responses of participants who used a laptop and a touch device that uses a direct-touch interface (e.g., tablets), we conducted descriptive statistics, analysis of variance, and PROCESS procedures using SPSS 20.0. The results show a greater mental simulation for touch when using a touch device than a laptop. When individuals' instrumental NFT is low, using a touch device while shopping online heightens mental simulation of touch, which impacts product attitudes. In particular, such a moderated mediation effect strengthens as the value of individuals' autotelic NFT increases. However, when individuals' instrumental NFT is high, a touch device cannot drive mental simulation for touch, increasing favorable attitudes toward the product.