Can Online Visual Cues Compensate For The Lack Of Touch In The Context Of Apparel Online Shopping?
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This study investigated the moderating effect of need for touch (NFT) in the relationship between visual online cues available in apparel websites and consumer responses (i.e., perceived online store attributes, attitude, and purchase intention). This study employed a 2 (NFT: high vs. low) x 2 (product information quality: high vs. medium) x 2 (website color: chromatic vs. achromatic) between-subjects factorial design. Four mock apparel websites that varied in the product information quality and website color were created. A total of 1,585 US online consumers participated in the study. Using structural equation modeling, this study found that product information quality and website color influenced consumer perceptions of website design. Four perceived website attributes (i.e., product quality, convenience, website design, price/value) positively affected consumer attitude toward the website, which in turn positively influenced purchase intention. Individual differences in NFT moderate the relationships between visual online cues and consumers' perceptions of website attributes.