The Influence of Need for Touch in Multichannel Purchasing Behaviour. An approach based on its instrumental and autotelic dimensions and consumer´s shopping task
Abstract
This paper analyses the relationship between the consumer’s need for touch (NFT) and the channels used during search and purchase stages. The focus is the apparel and fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. The moderating effects produced by the type of touch (autotelic/instrumental) and by the types of shopping task (goal-oriented/experiential-oriented) are also analysed. Results show that autotelic NFT becomes delimited by the instrumental one, and high NFT levels always involve a high instrumental dimension. The instrumental NFT dimension defines both the use of physical and online channels. The instrumental NFT prevails over the autotelic one, both for goal-oriented and experiential consumers. Regarding multichannel consumers, those who search or buy on the Internet show lower NFT, both overall and in its two dimensions, compared to those consumers who choose physical channels.
Keywords
Full Text:
PDFReferences
Arnold, M.J., & Reynolds, K.E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.
Babin, J. B., Darden, W.R. & Griffin, M. (1994) Work &/or fun: measuring hedonic & utilitarian shopping value. Journal of Consumer Research, 20. March 1994, 644-656.
Batra, R., & Ahtola, O.T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2 (2), 159-170
Burke, R. (2002). Technology and the customer interface: what consumers want in the physical and virtual store. Journal of the Academy of Marketing Science, 30, 411-432
Childers, T.L., Carr, C.L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511-535.
Citrin, A. V.; Stem Jr., Donald E.; Spangenberg, E.R., & Clark, M. J. (2003). Consumer need for tactile input: an internet retailing challenge. Journal of Business Research. Nov2003, 56 Issue 11, p915.
Dawson, S.; Bloch, P.; & Ridgway, N. (1990). Shopping motives, emotional states, and retail outcomes. Journal of Retailing. 66. Issue 4, 408-427.
Eicher, J. (1995) Introduction: dress as expression of ethnic identity. Dress and Ethnicity: Change across Space and Time (ed. by J.B. Eicher), 1–5. Berg, Oxford.
Fiore, A.M., & Kimle, P.A. (1997) Understanding Aesthetics for the Merchandising & Design Professional. Fairchild, New York.
Fischer, E., & Arnold, S.J. (1990). More than a labor of love: gender roles and Christmas shopping. Journal of Consumer Research, 17 (December), 333–345.
Grohmann, B.; Spangenberg, E. R.; & Sprott, D, (2007). The influence of tactile input on the evaluation of retail product offerings. Journal of Retailing. Apr2007, 83 Issue 2.
Guest, S., & Spence, C. (2003). Tactile dominance in speeded discrimination of pilled fabric samples. Experimental brain research, 150, 201-207.
Holbrook, M.B., & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, & fun. Journal of Consumer Research, 9. Sept 1982, 132-139.
Kirmani, A., & Rao, A.R. (2000). No pain, no gain: a critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64, 66-79.
Klatzky, R. L., Lederman, S.J., & Matula, D.E. (1993). Haptic exploration in the presence of vision. Journal of Experimental Psychology. Human Perception & Performance. Aug93, 19 Issue 4, 726-743.
Konus, U., Verhoef, P.C., & Neslin, S.A. (2008). Multichannel shopper segments and their covariates”. Journal of Retailing, 84 (4), 398-413.
Krishna, A. & Morrin, M, (2008). Does touch affect taste? The perceptual transfer of product container haptic cues. Journal of Consumer Research, 34, 807-818.
Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform?: correlates of multichannel shopping behavior. Journal of Interactive Marketing. Vol. 19. (2). Spring 2005.
Lee, H., & Kim, J. (2005). Investigating dimensionality of multichannel retailer´s cross channel integration practices and effectiveness: shopping orientation and loyalty intention. Journal of Marketing Channels, 17, 281-312.
Mathwick, C., Malhotra, N.K., & Rigdon, E. (2002). The effect of dynamic experiences on experimental perceptions of value: and internet and catalog comparison. Journal of Retailing, 78, 51-60.
McCabe, D.B.; & Nowlis, S.M. (2003). The effect of examining actual products or products description on consumer preference. Journal of Consumer Psychology 2003, 13 Issue 4, 431-439.
McGoldrick, P.J., & Collins, N. (2007). Multichannel retailing: profiling the multichannel shopper. Int. Rev. or Retail, Distribution, and Consumer Research. 17, 139-158.
McIver, P., Luxton, S., & Sands, S. (2009). Multichannel shopping: the relationship between search and purchase channel choice. ANZMAC 2009.
Neslin, S., Grewal, D., Leghorn, R., Shankar, V., Teerling, M., & Verhoef, P. (2006). Challenges and opportunities in multichannel customer management. CRM Thought Leadership Conference. University of Connecticut 2005.
Noble, S.., Griffith, D.A., & Weinberger, M.G. (2005). Consumer derived utilitarian value and channel utilization in a multichannel context. Journal of Business Research, 58, p1643
Olson, J.C., & Jacoby, J. (1972). Cue utilization in the quality perception process. Advances in Consumer Reserch, 2, 167-179.
Peck, J.; Barger, V.; & Webb, A. (2012). In search of a surrogate for touch: the effect of haptic imagery on perceived ownership. Journal of Consumer Phychology. http://dx.doi.org/10.1016/j.jcps.2012.09.001
Peck, J., & Childers, T. (2003a). To have and to hold: the influence of haptic information on product judgments. Journal of Marketing, 67, 35-48.
Peck, J., & Childers, T. (2003b). Individual differences in haptic information processing: the “Need for Touch” scale. Journal of Consumer Research, 30, 430-442.
Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: individual and environmental influences on impulse purchasing. Journal of Business Research. Jun2006, 59 Issue 6, 765-769.
Peck, J., & Shu, S.B. (2009). The effect of mere touch on perceived ownership. Journal of Consumer Research, 36, 434-447.
Raghubir, P., & Krishna, A. (1999). Vital dimensions in volume perception: can the eye fool the stomach? Journal of Marketing Research, 36 (6), 313-326.
Verhoef, P. C.; Neslin, S. A.; & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing. Jun2007, 24 Issue 2, 129-148
Vieira, V.A. (2012). An evaluation of the Need for Touch scale and its relationship with Need for Cognition, Need for Input and consumer response. Journal of International Consumer Marketing, 24 Issue 1/2, 57-78
Voss, K.E., Spangenberg, E.R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, XI, 310-320.
Westbrook, R. A., & Black, W. (1985). A motivation-based shopper typology. Journal of Retailing, 61 (Spring), 78–103.
Workman, J.E., (2010). Fashion consumer groups, gender, and need for touch. Clothing & Textile Research Journal, 28, no. 2, 126–139.
Yazdanparast, A., & Spears, N. (2013). Can consumers forgo the Need to Touch products?: An investigation of nonhaptic situational factors in an online context. Psychology & Marketing, 30 (1), 46-61.
Yu, U-J., Lee, H-H. and Damhorst, M.L. (2012). Exploring multidimensions of product performance risk in the online apparel shopping context: visual, tactile, and trial risks, Clothing and Textiles Research Journal, 30 (4), 251-266
Refbacks
- There are currently no refbacks.
Copyright (c)
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
Web of Science - Emerging Sources Citation Index - Clarivate Analytics
Journal Citation Reports (JCR) 2021, 2022, 2023
QUALIS CAPES - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS -
