본문 바로가기
KERD
논문KCI 등재

Does need for touch matter in the context of apparel online shopping?: Compensatory role of online aesthetic and instrumental cues

2

조회

0

다운로드

2

인용

0

참고문헌

키워드

주제분류생활과학

초록

The purpose of this study is to examine the compensatory role of instrumental (e.g., product information) and aesthetic (e.g., website background) online cues presented within apparel websites where touch is unavailable. The moderating role of two need for touch (NFT) dimensions (i.e., autotelic and instrumental NFT) between online cues and consumer responses was also investigated. Results demonstrate that personal differences in autotelic and instrumental NFT moderate the relationship between online cues and affective responses. It was found that consumers high in autotelic NFT (i.e., who need to touch for fun) seek more instrumental cues to compensate for lack of touch when shopping apparel products online. Surprisingly, consumers high in instrumental NFT (i.e., who need to touch for product evaluation) use aesthetic as well as instrumental cues to supplement the absence of touch. In contrast, for the low NFT groups, only aesthetic online cues showed significant effects on consumer arousal. Further analysis shows that instrumental NFT is negatively related to purchase intention while autotelic NFT has a positive effect on purchase intention. This implies that need for hedonic-oriented touch is no longer a barrier for online apparel shopping. However, the instrumental NFT seems a significant obstacle for the adoption of online apparel purchasing.

Abstract

The purpose of this study is to examine the compensatory role of instrumental (e.g., product information) and aesthetic (e.g., website background) online cues presented within apparel websites where touch is unavailable. The moderating role of two need for touch (NFT) dimensions (i.e., autotelic and instrumental NFT) between online cues and consumer responses was also investigated. Results demonstrate that personal differences in autotelic and instrumental NFT moderate the relationship between online cues and affective responses. It was found that consumers high in autotelic NFT (i.e., who need to touch for fun) seek more instrumental cues to compensate for lack of touch when shopping apparel products online. Surprisingly, consumers high in instrumental NFT (i.e., who need to touch for product evaluation) use aesthetic as well as instrumental cues to supplement the absence of touch. In contrast, for the low NFT groups, only aesthetic online cues showed significant effects on consumer arousal. Further analysis shows that instrumental NFT is negatively related to purchase intention while autotelic NFT has a positive effect on purchase intention. This implies that need for hedonic-oriented touch is no longer a barrier for online apparel shopping. However, the instrumental NFT seems a significant obstacle for the adoption of online apparel purchasing.

참고문헌 (39)

  1. James C. Anderson, "Structural equation modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988), American Psychological Association (APA)[DOI]
  2. Richard P. Bagozzi, "Multitrait-Multimethod Matrices in Consumer Research", Journal of Consumer Research, 17(4), pp.426~ (1991), Oxford University Press (OUP)[DOI]
  3. Bollen, K. A., "Structural equations with latent variables" (1989), Wiley
  4. Terry L. Childers, "Hedonic and utilitarian motivations for online retail shopping behavior", Journal of Retailing, 77(4), pp.511~535 (2001), Elsevier BV[DOI]
  5. Siwon Cho, "Gender, fashion innovativeness and opinion leadership, and need for touch: Effects on multi-channel choice and touch", non-touch preference in clothing shopping, 2011, pp.15(3), 363~382[DOI]
  6. Jhinuk Chowdhury, "Alternative Modes of Measuring Store Image: An Empirical Assessment of Structured versus Unstructured Measures", Journal of Marketing Theory and Practice, 6(2), pp.72~86 (2015), Informa UK Limited[DOI]
  7. Alka Varma Citrin, "Consumer need for tactile input: An internet retailing challenge", Journal of Business Research, 56(11), pp.915~922 (2003), Elsevier BV[DOI]
  8. William K. Darley, "Effects of store image and attitude toward secondhand stores on shopping frequency and distance traveled", International Journal of Retail & Distribution Management, 27(8), pp.311~318 (1999), Emerald[DOI]
  9. Sevgin A. Eroglu, "Atmospheric qualities of online retailing: A conceptual model and implications", Journal of Business Research, 54(2), pp.177~184 (2001), Elsevier BV[DOI]
  10. Sevgin A. Eroglu, "Empirical testing of a model of online store atmospherics and shopper responses", Psychology and Marketing, 20(2), pp.139~150 (2003), Wiley[DOI]
  11. Claes Fornell, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~ (1981), JSTOR[DOI]
  12. Óscar González-Benito, "Brands as substitutes for the need for touch in online shopping", Journal of Retailing and Consumer Services, 27, pp.121~125 (2015), Elsevier BV[DOI]
  13. Young Ha, "Online visual merchandising (VMD) cues and consumer pleasure and arousal: Purchasing versus browsing situation", Psychology and Marketing, 27(2), pp.141~165 (2010), Wiley[DOI]
  14. Young Ha, "Consumer Responses to Online Atmosphere: The Moderating Role of Atmospheric Responsiveness", Journal of Global Fashion Marketing, 2(2), pp.86~94 (2011), 한국마케팅과학회[DOI]
  15. Morris B. Holbrook, "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising", Journal of Consumer Research, 14(3), pp.404~ (1987), Oxford University Press (OUP)[DOI]
  16. Jacob Hornik, "Tactile Stimulation and Consumer Response", Journal of Consumer Research, 19(3), pp.449~ (1992), Oxford University Press (OUP)[DOI]
  17. Haiyan Hu, "Social cues in the store environment and their impact on store image", International Journal of Retail & Distribution Management, 34(1), pp.25~48 (2006), Emerald[DOI]
  18. Jiyeon Kim, "Adoption of Virtual Try-on technology for online apparel shopping", Journal of Interactive Marketing, 22(2), pp.45~59 (2008), Elsevier BV[DOI]
  19. Jae-Eun Kim, "Sales associate's appearance: Links to consumers’ emotions, store image, and purchases", Journal of Retailing and Consumer Services, 16(5), pp.407~413 (2009), Elsevier BV[DOI]
  20. Minjeong Kim, "The effects of visual and verbal information on attitudes and purchase intentions in internet shopping", Psychology and Marketing, 25(2), pp.146~178 (2008), Wiley[DOI]
  21. Hsiu-Fen Lin, "The Impact of Website Quality Dimensions on Customer Satisfaction in the B2C E-commerce Context", Total Quality Management & Business Excellence, 18(4), pp.363~378 (2007), Informa UK Limited[DOI]
  22. Mehrabian, A., "An approach to environmental psychology" (1974), MIT Press
  23. Jungmi Oh, "Effects of design factors on store image and expectation of merchandise quality in web-based stores", Journal of Retailing and Consumer Services, 15(4), pp.237~249 (2008), Elsevier BV[DOI]
  24. Thomas J. Olney, "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time", Journal of Consumer Research, 17(4), pp.440~ (1991), Oxford University Press (OUP)[DOI]
  25. Yue Pan, "Determinants of retail patronage: A meta-analytical perspective", Journal of Retailing, 82(3), pp.229~243 (2006), Elsevier BV[DOI]
  26. Jisook Park, "Exploring the relationship between cognitive effort exertion and regret in online vs. offline shopping", Computers in Human Behavior, 49, pp.444~450 (2015), Elsevier BV[DOI]
  27. Jihye Park, "On-line product presentation: Effects on mood, perceived risk, and purchase intention", Psychology and Marketing, 22(9), pp.695~719 (2005), Wiley[DOI]
  28. Joann Peck, "Individual Differences in Haptic Information Processing: The “Need for Touch” Scale", Journal of Consumer Research, 30(3), pp.430~442 (2003), Oxford University Press (OUP)[DOI]
  29. Joann Peck, "To have and to Hold: The Influence of Haptic Information on Product Judgments", Journal of Marketing, 67(2), pp.35~48 (2018), SAGE Publications[DOI]
  30. Joann Peck, "It Just Feels Good: Customers' Affective Response to Touch and Its Influence on Persuasion", Journal of Marketing, 70(4), pp.56~69 (2006), SAGE Publications[DOI]
  31. Rowley, J., "business: Principles & practice" (2002), Palgrave
  32. Sherman, E., "Mood states of shoppers and store image : Promising interactions and possible behavioral effects", Advances in Consumer Research, 14, pp.251~254 (1987)
  33. Doreen Chze Lin Thang, "Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image", Journal of Retailing and Consumer Services, 10(4), pp.193~200 (2003), Elsevier BV[DOI]
  34. Hans van der Heijden, "Online store image: conceptual foundations and empirical measurement", Information & Management, 41(5), pp.609~617 (2004), Elsevier BV[DOI]
  35. Jane E. Workman, "Fashion Consumer Groups, Gender, and Need for Touch", Clothing and Textiles Research Journal, 28(2), pp.126~139 (2009), SAGE Publications[DOI]
  36. Chin-Shan Wu, "The atmospheric factors of online storefront environment design: An empirical experiment in Taiwan", Information & Management, 45(7), pp.493~498 (2008), Elsevier BV[DOI]
  37. Atefeh Yazdanparast, "Need for touch and information processing strategies: An empirical examination", Journal of Consumer Behaviour, 11(5), pp.415~421 (2012), Wiley[DOI]
  38. Atefeh Yazdanparast, "Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context", Psychology & Marketing, 30(1), pp.46~61 (2013), Wiley[DOI]
  39. Robert B. Zajonc, "Affective and Cognitive Factors in Preferences", Journal of Consumer Research, 9(2), pp.123~ (1982), Oxford University Press (OUP)[DOI]

관련 논문AI추천

이 간행물의 다른 논문 (7건)