The effects of online tactile information source for low-touch products on consumer responses

摘要

Purpose - This paper aims to analyze the effects of web communities vs company websites in providing tactile information considering different types of product in terms of touch diagnosticity (low- vs. high-touch products). Design/methodology/approach - Three experimental studies were conducted to examine the effect of online information sources (i.e. web communities vs. company websites) in providing tactile information on consumer responses, considering the moderation role of product type in terms of touch diagnosticity (low- vs. high-touch products, Study 1), the moderating role of type of information (tactile vs. generic, Study 2a); and the moderating role of need for touch (NFT) (Study 2a and 2b). Findings - While previous research converges on the idea that the provision of a written description of tactile properties deriving from the product usage is particularly effective for products for which tactile information is diagnostic and for individuals high in NFT, the results demonstrated that the presence (vs. the absence) of the description of the tactile properties provided by web communities (vs. company websites) matters for those products for which touch is not diagnostic and for individuals low in NFT. Practical implications - The findings have particular relevance for emerging brands intending to commercialize their products in the digital environment. These companies should be present in web communities to describe a product's tactile characteristics, especially if not diagnostic. Originality/value - This paper significantly contributes to a better understanding of a little studied area, namely, consumer responses toward haptic compensational strategies providing haptic cues (e.g. written description of tactile information along with pictures of products) aiming at compensating for the absence of touch, underlining the differential influence of online sources of tactile information on consumer responses across different types of products.