The relevance of tactile information in online buying behavior

Carmela Donato and Maria Antonietta Raimondo

Micro & Macro Marketing, 2017, issue 3, 411-434

Abstract: Using three experiments, the present research demonstrates that, in presence of a description of the tactile characteristics of the product, consumers' attitude is significantly higher when the information is given by a web-community then the company web-site. Moreover, consumers' attitude towards low-touch products for which the touch is not diagnostic is significantly higher when the tactile information is provided by a web-community compared to the company web-site, because of the higher reliability perceived by customers for web-communities. From a managerial perspective, the results of this research imply that, to promote the purchase of low-touch products within the digital environment, companies need to consider virtual communities in order to favor the exchange among users of tactile information about those products.

Keywords: Online Information Sources; Web-Communities; Web-Site; Touch. (search for similar items in EconPapers)
Date: 2017
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