Jiang, K.; Luo, S.; Zheng, J. Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention. Behav. Sci.2024, 14, 50.
Jiang, K.; Luo, S.; Zheng, J. Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention. Behav. Sci. 2024, 14, 50.
Jiang, K.; Luo, S.; Zheng, J. Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention. Behav. Sci.2024, 14, 50.
Jiang, K.; Luo, S.; Zheng, J. Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention. Behav. Sci. 2024, 14, 50.
Abstract
The lack of tactile experience is a significant flaw in online product evaluation and purchase, but visual information can be utilized to compensate for tactile deficits. In this study, we constructed a mechanistic model of the role of tactile perceived diagnosticity on consumer purchase intention based on visual compensation based on mental imagery theory, innovativeness theory, and personal goals framework. We collected data from consumers (n=406) in the Chinese market and tested the research hypotheses using structural equation modeling. The findings suggest that visually compensated tactile perceptual diagnosticity promotes mental imagery and sensory similarity, which in turn affects purchase intention. Theoretically, this study enriches current explanations of online haptics by explaining the mechanisms by which haptic demonstration videos influence consumers' haptic evaluations and behavioral responses, as well as the moderating role of personal goals therein; practically offers advice for retailers seeking to build or expand their tactile marketing strategies.
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
