Influence of haptic imagery on purchase intention in apparel online purchase

HAN Bo; LI Pei; LIU Xin

doi:10.12299/jsues.23-0142

Volume 38 Issue 2

Jun. 2024

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HAN Bo, LI Pei, LIU Xin. Influence of haptic imagery on purchase intention in apparel online purchase[J]. Journal of Shanghai University of Engineering Science, 2024, 38(2): 212-217. doi: 10.12299/jsues.23-0142

Citation:

HAN Bo, LI Pei, LIU Xin. Influence of haptic imagery on purchase intention in apparel online purchase[J]. Journal of Shanghai University of Engineering Science, 2024, 38(2): 212-217. doi: 10.12299/jsues.23-0142

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Influence of haptic imagery on purchase intention in apparel online purchase

doi: 10.12299/jsues.23-0142

School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China

Received Date: 2023-06-14
Publish Date: 2024-06-30

Abstract

Abstract

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.
- haptic imagery,
- need for touch,
- perceived product quality,
- pleasure,
- purchase intention

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References(31)

References

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