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- 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.
- The value of textual haptic information in online clothing shoppingPublication . Rodrigues, Tomé; Silva, Susana C.; Duarte, PauloPurpose: The purpose of this paper is to evaluate the potential of textual haptic information to minimize the effects of need for touch (NFT) in global online environments by testing the effect of hands on description on consumer perception and intention to purchase. Design/methodology/approach: The study was developed in three stages. A total of 140 valid responses were obtained in stage three. Multiple linear regression models and paired-samples t-test were applied to test the hypotheses. Findings: The results show that textual haptic information has a positive impact on consumers’ perception and on the intention to purchasing. Practical implications: To improve online sales firms should minimize the drawback of the inability of touching the product by providing textual haptic information. Originality/value: The findings are especially valuable since the number of studies assessing NFT in online apparel commerce is currently very limited. Thus, this study adds new empirical evidences to existent body of knowledge and could assist the development of global marketing strategies for increasing online fashion sales.