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Product touch in the real and digital world: How do consumers react?
Ist Teil von
Journal of business research, 2020-05, Vol.112, p.492-501
Ort / Verlag
Elsevier Inc
Erscheinungsjahr
2020
Link zum Volltext
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
•Merely touching tactile-functional products increases their expected ease of use.•This effect is observable among consumers with high instrumental need for touch.•Even imagined product touch increases the expected ease of using those products.
This research examines how touching (versus not touching) tactile-functional products—namely those that provide a tactile feedback related to their utilitarian characteristics—affects these products’ expected ease of use, as well as consumers’ attitudes and intentions toward them. Three experimental studies investigated these effects by focusing on consumer electronics. Study 1 shows that product touch positively affects consumer attitude toward tactile-functional products via an increase of said products’ expected ease of use. Study 2 reveals that such an effect is moderated by consumers’ instrumental need for touch, that is, their propensity to touch products for diagnostic reasons. Study 3 demonstrates that even the mere imagination of product touch (vicarious touch) can boost the expected ease of using tactile-functional products and consumers’ intentions toward them. Thus, traditional and online retailers should be aware of the importance of actual and imagined product touch when striving to effectively market such products.