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Paper Number

1684

Paper Type

Short

Description

Consumers differ regarding need for touch, and for some consumers haptic exploration plays a more important role in shopping. While online shopping lacks in haptic exploration, we focus on the possibilities of a 360-virtual store in compensating this deficiency. Using latent class analysis and a sample of 300 responses, we first identify four subgroups based on the need for touch scale, with two groups at the high and low ends of the need for touch continuum. Additionally, we identify a group that has a neutral need for touch and a group that is negative regarding autotelic need for touch, and positive regarding instrumental need for touch. To illustrate between-group differences, we examine how consumers with different levels of need for touch differ in the relationship between hedonic / utilitarian shopping experience and purchase intention stimulated by a 360-virtual store visit.

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21-Digital

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Dec 12th, 12:00 AM

Reconsidering consumer need for touch: Latent class analysis and purchase experience in a 360-virtual store

Consumers differ regarding need for touch, and for some consumers haptic exploration plays a more important role in shopping. While online shopping lacks in haptic exploration, we focus on the possibilities of a 360-virtual store in compensating this deficiency. Using latent class analysis and a sample of 300 responses, we first identify four subgroups based on the need for touch scale, with two groups at the high and low ends of the need for touch continuum. Additionally, we identify a group that has a neutral need for touch and a group that is negative regarding autotelic need for touch, and positive regarding instrumental need for touch. To illustrate between-group differences, we examine how consumers with different levels of need for touch differ in the relationship between hedonic / utilitarian shopping experience and purchase intention stimulated by a 360-virtual store visit.

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