Need For Touch Research Articles

Navigating the digital marketplace: perception, risks and webrooming intention

PurposeThe purpose of this study was to validate the factors influencing perception of digital buyers (PDB), risk factors of digital buying (RFDB) and webrooming intention (WI) and also to examine the mediating role of WI between PDB and RFDB.Design/methodology/approachThe antecedents of variables were validated using exploratory data analysis. The association between PDB and RFDB was established using structural equation modelling. Furthermore, the mediating role of WI is examined using the Sobel test.FindingsThe antecedents of PDB (digitization practice, credence preference, brand awareness and consciousness, product features, utilitarian behaviour, price and discount factors), RFDB (performance risk, socio-psychological risk, financial risk, aesthetic risk, time and return risk and perceived quality risk) and WI (perceived ease of online search, usefulness of online search, need for touch, socialization and webrooming attitude) were identified. PDB significantly and positively influences RFDB. There is a direct relationship between PDB and WI. WI and RFDB are positively correlated. WI partially mediates between PDB and RFDB.Practical implicationsThe research outcome helps the multi-channel retailers to identify the digital platforms to find greater opportunity for customer engagement.Originality/valueThe study augments the body of literature on WI by exploring the interplay of PDB, RFDB and WI, which will help retail personnel to strategize operational practices.

How material sensory properties and individual differences influence the haptic aesthetic appeal of visually presented stimuli

Touch plays a crucial role for humans. Despite its centrality in sensory experiences, the field of haptic aesthetics is underexplored. So far, existing research has revealed that preferences in the haptic domain are related to stimulus properties and the Gestalt laws of grouping. Additionally, haptic aesthetics is influenced by top-down processes, e.g., stimulus familiarity, and is likely to be modulated by personality and expertise. To further our understanding of these influences on haptic aesthetic appraisal, the current study investigated the imagined haptic aesthetic appeal of visually presented material surfaces, considering the role of haptic expertise, Need for touch, personality traits. The results revealed a positive influence of familiarity, simplicity, smoothness, warmth, lightness, dryness, slipperiness and a negative influence of complexity on individuals' aesthetic responses. While the study failed to support the predicted influence of Need for touch and haptic expertise on aesthetic responses, results did reveal an influence of openness to experience, conscientiousness and neuroticism. Despite the limitations related to the indirect stimuli presentation (vision only), the findings contribute to the relatively unexplored role of bottom-up and top-down features in haptic aesthetics that might be incorporated into the design of consumers’ products to better meet their preferences.

Consumers’ responses to metaverse ads: The roles of hedonic versus utilitarian appeal and the moderating role of need for touch

This research investigated whether vicarious touch in metaverse advertising could produce desired outcomes. We examined the influence of consumers’ need for touch (NFT) and specific message appeal types (hedonic vs. utilitarian) on the effectiveness of metaverse advertising. The results of Study 1 indicate that hedonic message appeals are more effective than utilitarian ones in an advertising campaign developed in a metaverse platform, and that consumer innovativeness increases effectiveness. In Study 2, we found that this effect was moderated by individuals’ NFT. Specifically, the hedonic message was more effective than the utilitarian message for individuals high in autotelic NFT, whereas the utilitarian message was more effective for individuals high in instrumental NFT. The theoretical and practical implications of this study for metaverse advertising are discussed.

Psychographic segmentation of multichannel customers: investigating the influence of individual differences on channel choice and switching behavior

This study investigates the role of individual differences in channel choice and switching behavior in a multichannel environment using latent class analysis on data from 1512 customers. Psychographic variables from five domains (risk attitudes, cognitive ability, motivation, personality, and decision-making style) serve as covariates for multichannel customer behavior. We identify six segments that differ significantly on six psychographic variables (readiness to take risks, need for cognition, autotelic and instrumental need for touch, and rational and intuitive decision-making styles). The results advance the theory-building of multichannel customer behavior and present insights for proactively managing customer journeys of distinct segments.

Understanding the consumer's luxury webrooming intention: Moderating role of perceived risk and review

AbstractThis research aims to examine luxury shoppers' webrooming intention, mediating (utilitarian value and hedonic value), and moderating (online perceived risk and reviews) effects. We used the stimulus‐organism‐response theory to provide a solid and holistic understanding of the concept. We collected 431 original survey data from Indian luxury shoppers who recently purchased luxury products and used structural equation modeling for data analysis. Results show that consumer traits (need for interaction and need for touch) had a positive impact on the perceived values (hedonic and utilitarian value) and webrooming intention. Channel‐related factors such as perceived ease of use had a direct impact on the hedonic value, while perceived usefulness had a direct impact on utilitarian value. Perceived values (hedonic and utilitarian values) positively mediated the channel and consumer traits factors and webrooming intent. Online perceived risk and reviews significantly moderated the relationship between perceived value and webrooming intent. This study adds to the knowledge of luxury marketing by analyzing webrooming and channel flipping.

Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory

PurposeThe purpose of this paper addresses the issue of inconsistent findings regarding the impact of consumers' need for touch (NFT) on webrooming behavior. It investigates the moderator of maximization by drawing on maximizing mindset theory.Design/methodology/approachThree studies were carried out to test the hypothesized relationships. The first study investigated the impact of autotelic NFT on webrooming intention. The second study examined the impact of instrumental NFT on webrooming intention. The third study tested all hypotheses by the structural equation modeling approach.FindingsThe results confirm moderation by consumers' maximizing mindset. The moderated mediation analyses show that the interaction effect of autotelic NFT and maximization influences webrooming intention indirectly via anticipated sensory pleasure. Likewise, the interaction effect of instrumental NFT and maximization influences webrooming intention indirectly via product fit uncertainty.Originality/valueThe study draws on maximizing mindset theory to show that consumers' autotelic NFT and instrumental NFT drive their webrooming intentions depending on the activation of their maximizing mindset. The nonsignificant relationship between autotelic NFT and webrooming intention in the context of satisficers explains the conflicting findings reported in the literature. Consumers' affective and cognitive responses were also studied to uncover the underlying mechanisms of their webrooming intention. This research contributes to the literature by enhancing the understanding of webrooming behavior.

Tactile Perception in Aesthetic Evaluation: A Systematic Review

Abstract The haptic sense is an essential component of aesthetic evaluation that is often overlooked in today's mobile internet age. Unlike hearing and vision, the sense of touch is less widely transmitted. Unfortunately, most aesthetic theories and explanations have focused solely on the visual and auditory senses, with minimal attention given to tactile evaluation. To address this gap in knowledge, we have collected studies on tactile aesthetics within the framework of experimental aesthetics from 2000 to 2022. After statistical generalization, our findings suggest the following: The criteria for evaluating tactile aesthetics were mostly dichotomous, that is, positive (like/appreciation/pleasure) and negative (dislike/disgust/unpleasant). Tactile aesthetics predominantly involved the toucher dimension (synesthesia/need for touch/touch pattern) and the touch sample dimension (shape/type/texture), with the commonly overlooked factors of “need for touch” and “touch pattern.” Some studies did not restrict the shape and material of the touch samples. Based on our findings, we have systematically summarized and concluded what tactile factors influence aesthetic evaluation and have analyzed future research trends.

FACTORS AFFECTING LUXURY CONSUMERS ON WEBROOMING INTENTION

The purpose of this study was to analyze the influence of perceived online search usefulness, perceived online search ease, need for touch, self-help staff, and socialization about webrooming intentions. This research uses quantitative method with Amos tool. Data collected by questionnaire technique. Respondents in this study were 251 people. The criteria for luxury goods are bags, shoes, and various products under the Kate Spade, Michael Kors and Coach brands. Five hypotheses were formulated and tested. The results showed that the perceived benefits of online search, perceived ease of online search, and self-help staff did not have a positive influence on webrooming intentions. Need for touch, and socialization have a positive influence on webrooming intentions. Thus, the company must improve information about luxury products available online is expected to be more attractive.

Sensory-enabling Technology in M-commerce: The Effect of Haptic Stimulation on Consumer Purchasing Behavior

ABSTRACT Haptics are innovative sensory-enabling technologies that can be used to improve consumers’ online shopping experiences. These technologies can be used in addition to other actual sensory stimulation, such as visual and auditory. However, little is known of how the addition of haptics affects consumers’ mobile shopping behavior. Therefore, this article examines the effect of the presence of haptic feedback (i.e., vibrations) when shopping on a retailer mobile app. Drawing on the results of three quantitative studies, the findings show that the presence of haptic feedback influences consumer behavior, but consumers’ perceptions modify the outcome, which is also moderated by individual need for touch. Moreover, the findings herein show a sequential mediating effect of psychological and affective variables on purchasing outcomes. These findings therefore stress the importance of considering haptics as a potential economic value for online shopping. Accordingly, we suggest that retailers should be more aware of their online sensory strategies and think about disclaimers and personalizing the consumer interface (e.g., turning off the haptic feedback).

Online Shopping Attitudes, Need for Touch, and Interdependent Self-Construal among Korean College Students

This research explores how the need for touch (NFT) and interdependent self-construal are associated with online shopping attitudes (safety, fun, convenience, money-saving, and time-saving). Data were collected from 413 female and 278 male college students in Korea. Regression analyses with factor analysis were used for data analysis.
 Consumers who want to touch products have less positive attitudes toward online shopping. Consumers with a higher instrumental touch have less positive attitudes toward online shopping. Consumers with higher levels of autotelic touch have less positive attitudes toward online shopping for fun. However, consumers with a high autotelic touch have more positive attitudes toward online shopping for safety, convenience, and money-saving. Consumers who value relationships with others perceive online shopping as unsafe but have positive attitudes toward online shopping for fun, comfort, and cost reduction. There were significant differences between female and male students in online shopping attitudes.

How high-intensity sensory consumption fills up resource scarcity: The boundary condition of self-acceptance.

Everyone in life will experience resource scarcity, which causes self-discrepancy. It is widely known that individuals participate in reactive consumption to solve the problems of self-discrepancy and resources scarcity. This kind of consumption may be symbolically related to the essence of the resource scarcity or may occur in an unrelated domain. This study proposes a theory for "filling up" one's resource scarcity through high-intensity sensory consumption (HISC). We used different methods, including one-way analysis of variance (ANOVA), linear regression, mediating effect, and moderating effect, to test the four hypotheses. Four experiments in the study were conducted from May 2022 and August 2022 and involved undergraduates from a university and volunteers recruited online. All participants are adults and verbally agree to participate voluntarily. Study 1a (N = 96 (male 47, female 49), participants from a business school in China) measured resource scarcity in the laboratory experiments and verified the effect of resource scarcity on consumer HISC preference by using linear regression (H1). Study 1b (N = 191 (male 98, female 93), students and teachers from a university in China) measured resource scarcity in the laboratory experiments and manipulated positively and negatively valenced experiences. Using the PROCESS SPSS Mode l, we verified that negatively valenced stimuli also lead to higher levels of arousal, which in turn restores the self-discrepancy caused by resource scarcity (H2). Study 2 (an online experiment, N = 182 (male 91, female 91), participants from China) manipulated the resource scarcity in a color sensory stimulant context, replicating the preliminary effect and examined the mediating effect of the self-worth by using the PROCESS SPSS Mode 4 (H3). Study 3 (an online experiment, N = 251 (male 125, female 126), participants from China) manipulated resource scarcity and self-acceptance in the tactile sensory experience, and tested the moderating effect of self-acceptance by using the PROCESS SPSS Mode 8 (H4). Four studies suggest that not only do individuals facing resources scarcity prefer HISC but also that this consumption is mediated and moderated by self-worth and self-acceptance, respectively. This preference for HISC is negated when individuals have high self-acceptance traits. The findings are tested in the auditory domain (as evidenced by a propensity for louder volume), the visual domain (as evidenced by a propensity for more intense colors), and the tactile domain (as evidenced by a propensity for more intense need for touch). The findings also demonstrate that individual preferences for HISC is shown to operate regardless of the valence (positive valence vs. negative valence) of the sensory consumption. Across four experiments, we find that individuals who are subjected to resource scarcity show a preference for high-intensity sensory consumption in the auditory, visual, and tactile domains. We also find that both negatively and positively valenced sensory stimuli have the same impact on resource-scarce individuals' preference for HISC. Furthermore, we demonstrate that the sense of self-worth significantly mediates the effect of resource scarcity on HISC. Finally, we reveal that self-acceptance moderates the effect of resource scarcity on HISC preference.

Influence of augmented reality on shopping behavior

PurposeDigital 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/approachConvenience 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.FindingsResults 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/implicationsThe 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/valueThe 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.

Does imagination compensate for the need for touch in 360-virtual shopping?

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.

Comparison of the consumers' need for touch in terms of high-touch and low-touch products in online and offline retail stores

Comparison of the consumers' need for touch in terms of high-touch and low-touch products in online and offline retail stores

Hedonic-Utilitarian Focused Mobile Application Engagement: A Moderated Moderation of Brand Image

This study aims to investigate the online customer experience and postpurchase behavior in the mobile application context. This study is experimental with a quantitative approach. Two hypothetical mobile apps were developed; hedonic motive and instrumental motive. Data was collected by surveying 420 online shoppers and, analyzed by employing SEM using Amos. Results suggest that a mobile app that is hedonic motive (Richer media experience) enhances the customer experience and customer engagement behavior respectively. Next, the need for touch provides a boundary condition between the influence of customer experience and customer engagement behavior. Lastly, brand image provided the moderated moderation between customer experience and repurchase intention. These findings have implications for the retailer that they can enhance the customer experience through creating an effective customer experience using hedonic elements of the app. Further, retailers using a strong brand image can mitigate the need for touch in the online shopping context. Keywords: Mobile app, Hedonic motive, Instrumental motive, Engagement behavior

Motivational differences in need for smell

PurposeThis research aims to examine 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 ten-item NFS scale was developed that consists of hedonic and utilitarian dimensions.Design/methodology/approachThe 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.FindingsThe 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.Research limitations/implicationsThe present research extends Krishna’s sensory marketing framework, De Luca and Botelho’s scent research framework and Herz et al.’s scent benefits framework, by introducing the concept of NFS into these frameworks. 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.Practical implicationsThe NFS scale used in this study adds to the genre of individual difference scales such as need for cognition and need for touch. Given its smell-specific focus, it has applications in a range of consumption contexts. Using NFS, marketers could effectively identify low and high hedonic and utilitarian NFS consumers and position product or ambient scents to serve these segments better. The NFS scale also has implications for the areas of product and service design and development, consumer information search, brand judgments and choice preferences in both scented and non-scented environments.Originality/valueThis work is one of the first attempts, to the best of the authors’ knowledge, 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.

Engaging the customers through social mobile application experience

This paper aims to investigate the customer experience and post purchase behavior in the mobile application environment. This study is experimental with a quantitative approach. Two hypothetical mobile apps were developed; social-focused and information-focused. Data was collected by surveying 400 online shoppers and, analyzed by employing SEM and multi-group analysis techniques using Amos. Results suggest that a mobile app that is socially focused enhances the customer experience and customer engagement behavior respectively. Next, the need for touch provides boundary conditions between customer experience and customer engagement behavior. Behavioral experience can be enhanced by improving online customer experience with the help of atmospherics have implications for the retailers. Social mobile apps with richer media experience reduce the uncertainties and lead towards customer engagement behavior. Two real mobile applications were developed based on richer media experience focusing on social elements and limited media experience focusing only on information. Studies are limited to cognitive and affective experience. This study focused on social presence and sensory appeal with cognitive and affective dimensions. Customer engagement behavior was studied in depth.

Mobile dependency and uncertainty reduction: influence on showrooming behaviours and user-generated content creation

PurposeThe expanded use of mobile devices for shopping has made mobile showrooming a frequent practice among omnichannel shoppers. This paper aims to shed light on the role of mobile dependency and uncertainty reduction strategies together with the motivation of getting the best value for money in showrooming behaviours and user-generated content (UGC) creation.Design/methodology/approachData were collected by means of a questionnaire answered by 659 shoppers in two product categories: clothing and consumer electronics. The research model was tested through partial least squares.FindingsThe results suggest that mobile showrooming attitude is positively affected by mobile dependency, value consciousness and need for touch, and negatively by perceived risk of mobile shopping. The results also reveal how UGC is created by showroomers and suggest this behaviour is linked to mobile dependency in the clothing category.Research limitations/implicationsAll the individuals in the sample had some experience in showrooming, which could affect the results regarding showrooming attitude and intentions. Future research should consider the role of experience and also validate the results across a larger number of product categories.Practical implicationsMobile showrooming is a challenge for multichannel retailers. This paper reveals certain ways in which multichannel retailers could deal with showroomers as potential customers.Originality/valueThis study is the first to analyse the role of mobile dependency in showrooming and the chain of effects towards mobile showrooming attitude, behaviour and UGC creation in two different product categories.

Investigating webrooming behavior: a case of Indian luxury consumers

PurposeThe purpose of the current study is to examine why luxury consumers webroom. The study further examines the intervening effects of social norms, age, and gender.Design/methodology/approachA cross-sectional data from 374 Indian luxury consumers was collected using questionnaire surveys. Confirmatory factor analysis, covariance-based structural equation modeling and PROCESS macro were used to analyze the data.FindingsFindings suggest that perceived usefulness of searching online, sales-staff assistance, socialization, and need for touch have significant positive effect on attitude toward webrooming. The moderation effect findings suggest that subjective norm significantly moderates the association between attitude toward webrooming and webrooming intention.Practical implicationsPractically, the findings are likely to aid luxury marketers in designing effective channel strategies to maximize their reach via both offline and online channel.Originality/valueThis study provides several contributions to the luxury marketing and retailing literature by examining luxury consumers' webrooming intention.

Exploring Online and In-Store Purchase Willingness: Associations With the Big Five Personality Traits, Trust, and Need for Touch.

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.