| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 884.87 KB | Adobe PDF |
Advisor(s)
Abstract(s)
O tato é um dos sentidos mais importantes mas não pode ser usado quando se realizam compras através da Internet, o que pode limitar a intenção de compra online. Por outro lado, diferentes indivíduos manifestam diferentes necessidades de toque, sendo que é verdade que também há produtos em que a necessidade de toque que antecede a compra é maior do que noutros. Daqui resulta que nas vendas online de determinados produtos, é fundamental que, dada a impossibilidade de toque, as empresas procurem minimizar essa limitação de todas as formas possíveis, através de mecanismos que procuram simular a experiência de toque. Alguns destes mecanismos são, todavia, muito caros. Outros, porém, igualmente relevantes, têm custos insignificantes, com um resultado bastante relevante em termos de intenção de compra manifestada. Este estudo procura compreender de que forma é que descrições hands on produzidas por pessoas que tiveram contacto com o produto, permitem aumentar a probabilidade de compra online. Nesse sentido, foram formuladas e testadas hipóteses que levam à conclusão de que a informação háptica textual (descrição escrita) tem impacto positivo na perceção que é feita dos produtos, na intenção de compra online e permite ainda minimizar o problema da necessidade de toque para os consumidores mais recetivos à informação. Assim, a utilização deste tipo de informação na forma de descrições do produto cria valor para o consumidor, diferencia a empresa e torna-a mais transparente, podendo desta forma potenciar as suas vendas online.
E-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.
E-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.
Description
Keywords
Necessidade Tato Toque Informação Háptica Comportamento Consumidor Intenção Compra Online Need for touch Haptic information Haptic imagery Online fashion retail
Citation
Publisher
Universidade São Paulo