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Research Article Open Access
Apparel is considered to be a category where haptic cues play a key role in evaluating product properties, and yet the consumer buying process in said retail channel is hindered by restricted product experience and evaluation due to the intrinsic absence of haptic options. The current research seeks to gain deeper insights into the knowledge and understanding of consumer autotelic and instrumental need for touch (NFT] in the search and purchase stages of buying apparel online. Using a self-reported questionnaire, data were collected from 227 subjects. Results indicate that consumers high in autotelic NFT and instrumental NFT show a lower likelihood to purchase apparel online. Also a significant moderating effect for utilitarian shopping orientation and instrumental NFT on online apparel search and purchase was also found. These findings have important implications for online retailers since overcoming the lack of NFT remains a major obstacle in the adoption of this channel. In addition, directions for future research are suggested.
Touch, Sensory marketing, Instrumental need for touch, Autotelic need for touch, Decision process, Shopping orientation, Consumer behavior, Purchasing consumer stages, Online shopping, Apparel retailing, Economic Capital, Financial Economics, Hospitality Management, Industrial and Management Optimization, Innovation Policy and the Economy, Socio-Economic Planning Sciences, Economic indicator, Total Quality Management (TQM), Value based Management, Entrepreneurial Development, Management in Education, Classical Economics, Monetary Neutrality, Econometrics, New Economy, Welfare Economics, Development Economics, Economic Transparency, Globalisation, Game theory