دورية أكاديمية
Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention
| العنوان: | Seeing as Feeling? The Impact of Tactile Compensation Videos on Consumer Purchase Intention |
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| المؤلفون: | Kan Jiang, Shaohua Luo, Junyuan Zheng |
| المصدر: | Behavioral Sciences, Vol 14, Iss 1, p 50 (2024) |
| بيانات النشر: | MDPI AG |
| سنة النشر: | 2024 |
| المجموعة: | Directory of Open Access Journals: DOAJ Articles |
| مصطلحات موضوعية: | tactile compensation, perceived diagnosticity, mental imagery, solution innovativeness, consumer purchase intention, Psychology, BF1-990 |
| الوصف: | The lack of tactile experience is a significant flaw in online product evaluation and purchasing, but visual information can be utilized to compensate for tactile deficits. This study constructed a conceptual model based on mental imagery theory, innovativeness theory, and the personal goals framework, to explore the mechanism of visual–tactile compensation on consumer purchase intention. We conducted an online experiment with 406 participants recruited from a community and online store in Southern China and tested the research hypotheses using structural equation modeling. The findings suggest that visually compensated tactile perceived diagnosticity promotes mental imagery and sensory similarity, which, in turn, affects purchase intention. Theoretically, this study enriches the 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, this study offers advice for retailers seeking to build or expand their tactile marketing strategies. |
| نوع الوثيقة: | article in journal/newspaper |
| اللغة: | English |
| تدمد: | 2076-328X |
| العلاقة: | https://www.mdpi.com/2076-328X/14/1/50Test; https://doaj.org/toc/2076-328XTest; https://doaj.org/article/6b84e8ab7f7144deb090a88df6fa8c48Test |
| DOI: | 10.3390/bs14010050 |
| الإتاحة: | https://doi.org/10.3390/bs14010050Test https://doaj.org/article/6b84e8ab7f7144deb090a88df6fa8c48Test |
| رقم الانضمام: | edsbas.3F0A1CCE |
| قاعدة البيانات: | BASE |
Full Text Finder | تدمد: | 2076328X |
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| DOI: | 10.3390/bs14010050 |