触觉意象对消费者服装在线购买意愿的影响

Influence of haptic imagery on purchase intention in apparel online purchase

触觉意象在线上购物中为消费者提供真实触感和虚拟触感的连接体验。基于S-O-R模型与文献研究,实证分析触觉意象对服装在线购买意愿的影响。研究结果表明:触觉意象显著正向影响产品质量感知、购买意愿和愉悦度;愉悦度、时间风险显著正向影响购买意愿;愉悦度在触觉意象与购买意愿间具有显著中介效应;接触需求在触觉意象与产品质量感知、触觉意象与愉悦度间有显著的正向调节作用。研究成果可为服装企业完善在线触觉营销策略,丰富线上购物体验提供依据。

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.