Percorrer por autor "Mattos, Luiza Tari Manzini Ferreira"
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- Need for touch and haptic imagery: an investigation in online fashion retailPublication . Mattos, Luiza Tari Manzini Ferreira; Rocha, Thelma Valéria; Galhone, Renata Fernandes; Silva, Susana Costa e; Rossi, George BedinelliE-commerce is an effective marketing tool, as it enables price comparisons, information seeking, and more convenience. However, for products such as fashion items, which require more touching and physical evaluation of features(e.g., softness, texture, and fit),online sales channels present more risks, due to the inability to convey that sense. This limits online purchase intentions. On the other hand, individuals display different degrees of Need for Touch. Thus, to sell fashion products online, firms should minimize the drawback when touching them is not possible. The aim of this paper is to identify how information presented on a fashion website influences the purchase decision process, as well as the perception of product quality. Perceived product quality may be optimized once virtual stores present sufficient pictorial and textual information for a more realistic and sensorial analysis. We also wanted to test whether the variable Need for Touch affects perceived quality and/or purchase intention. In this sense, we tested hypotheses that led to the conclusion thata product description with more sensorial(pictorial and textual) information helps generating haptic image, positively influencing perceived quality and the intention to purchase. Such results are in line with the findings of previous studies. Contrary to other studies, however, the expected moderating effect of NFT on the relationship between haptic imagery, perceived product quality, and purchase intention was not demonstrated by our analyses. Theoretical and managerial contributions are also discussed, in a contribution to the literature one-commerce, NFT, and haptic imagery.
- Need for touch and haptic imagery: an investigation in online fashion shoppingPublication . Silva, Susana C.; Rocha, Thelma Valeria; Cicco, Roberta de; Galhanone, Renata Fernandes; Mattos, Luiza Tari Manzini FerreiraPrevious research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research agenda to explain the mechanism by which information presentation influences customers' cognitive evaluations and behavioral responses and the role of individual differences in terms of need for touch (NFT). Specifically, drawing on the Stimulus-Organism-Response (S–O-R) paradigm, the study hypothesizes a model investigating whether verbal and pictorial information presentation affect haptic imagery, which in turn is supposed to influence behavioral responses (purchase intention), through a customer's cognitive evaluation (perceived product quality). To validate the research framework, a task-based online experiment was performed. Participants were requested to simulate a purchase experience on an online apparel retailer, after which they completed a questionnaire; 264 valid responses were received. The results support verbal haptic rather than pictorial information as a mechanism influencing haptic imagery and consequently behavioral responses. With regard to NFT, however, the expected moderating effect between haptic imagery, perceived product quality, and purchase intention was not supported.