Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation |
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Institution: | 1. Department of Strategic Management, Marketing & Tourism, University of Innsbruck, Innsbruck, Tyrol 6020, Austria;2. Department of Marketing, Bocconi University, Milan 20100, Italy;1. Department of Advertising and PR, Dongguk University-Seoul, 30 Pildong-ro, Jung-gu, Seoul 100-715 Republic of Korea;2. Department of Marketing and Business Law, Villanova University, Bartley 2053, 800 E. Lancaster Ave., Villanova, PA 19085 USA |
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Abstract: | As offline retailers struggle to compete with online ones, the importance of a consumer’s ability to touch a product prior to purchase becomes important to study. Prior research has found inconsistent results on whether product touch facilitates consumers’ product-related decision making. Some studies report a positive effect, whereas others do not. The current research reconciles this inconsistency and draws retailing implications. Across three experiments, we show that the effect of product touch on consumers’ purchase intentions and willingness to pay for a product being evaluated is evident when consumers’ mental representation of the product is concrete, but not when abstract. We further show that perceived risk and perceived ownership simultaneously mediate this moderating effect of mental representation. Implications are drawn for both offline and online retailers. |
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Keywords: | Product touch Mental representation Purchase decisions Online and offline retailing |
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