Influence of haptic imagery on purchase intention in apparel online purchase
Haptic imagery provides consumers with sensory connection experiences between physical touch and online virtual touch in online shopping.Based on the S-O-R model and in conjunction with the literature,an empirical analysis was conducted to explore the influence of haptic imagery on apparel online purchase intention.The results show that in apparel online shopping,haptic imagery has a significant positive effect on perceived product quality,purchase intention and pleasure;pleasure and time risk significantly and positively affect purchase intention;pleasure has a mediating effect between haptic imagery and purchase intention;need for touch has a significant positive moderating role in the relationship between haptic imagery and perceived product quality,and between haptic imagery and pleasure.The results of the study can provide a basis for apparel companies to improve their online haptic marketing strategies.
haptic imageryneed for touchperceived product qualitypleasurepurchase intention
NETL
NSTL
万方数据
