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• W184154927 abstract "The continued widespread growth of non-traditional retailing such as Internet and television shopping channels has spurred researchers to evaluate the importance of touch in a purchase decision. Consumers are likely to depend on their prior consumption experiences in forming the expectations and evaluations of such products. Review of literature is carried out to come up with the following research questions. First, how do consumers evaluate haptic and non-haptic products in a specified purchase environment? Second, does a specified purchase environment affect cognitive and affective responses across haptic and non-haptic products? Third, do cognitive and affective responses mediate the relationships between purchase environment with overall evaluation and purchase intention of haptic and non-haptic products? Fourth, do individuals who are high in need for touch (NFT) exhibit cognitive and affective responses differently in a given purchase environment while evaluating haptic and non-haptic products? Fifth and finally, does consumer knowledge about haptic and non-haptic products affect the relationships between purchase environment and consumer responses? To examine these research questions, a comprehensive conceptual model is developed based on the literature review and Stimulus-Organism-Response theory. The conceptual model leads to the formulation of specific research hypotheses. The model and hypotheses are examined using data generated in two phases of the study conducted. Before conducting the study, two pretests have been carried out to identify one haptic and one non-haptic product. Based on these two pretests, sweater as a haptic product and DVD player as a non-haptic product have been selected for use in the two phases of the study.In the first phase, a structured questionnaire was administered to elicit responses from a group of student subjects. The questionnaire comprised measures for consumer’s subjective and objective knowledge about sweater and DVD player, NFT, purchase involvement and demographic variables. Phase II of the study was conducted after six weeks. The participants were assigned randomly generated numbers which facilitated random assignment in the second phase of the study.In the second phase, a two-factorial experimental design study was conducted. The first factor was purchase environment which consisted of three levels, namely, touch, no-touch, and print environments. The second factor was product type consisting of two levels, namely, sweater (‘haptic’) and DVD player (‘non-haptic’). Six different experimental conditions were developed. Subjects were randomly assigned to one of the six experimental conditions using random numbers assigned to them in the first phase of the study. After evaluating either a sweater or a DVD player, subjects filled out a structured questionnaire consisting of measures for realism and manipulation checks, cognitive and affective responses, overall evaluation, purchase intention, and the idea about true purpose of the study.251 responses were used for data analysis after excluding the incomplete questionnaires from two phases of the study. Confirmatory factor analysis was carried out to validate the psychometric properties of each scale used in the data collection process. ANOVA, ANCOVA, MANCOVA, and independent sample t-tests were employed to test the conceptual model and the research hypotheses. Overall, findings suggest that consumers with high level of subjective and objective knowledge about haptic product show higher cognitive response, affective response, and favorable overall evaluation in touch environment than in no-touch and print environments. In such cases, managers should encourage those consumers to touch the product in a retail setting. Therefore, it is required that managers should segment the potential markets based on the consumers’ knowledge levels about haptic and non-haptic products." @default.
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• W184154927 date "2013-09-27" @default.
• W184154927 modified "2023-09-26" @default.
• W184154927 title "Haptic Information Processing: The Moderating Role of Consumer Knowledge" @default.
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