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A study of the antecedents and consequences of consumers' need for affective and cognitive touch in a retail environment
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Raj, John Dilip (2011) A study of the antecedents and consequences of consumers' need for affective and cognitive touch in a retail environment. PhD thesis, University of Warwick.
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Official URL: http://webcat.warwick.ac.uk/record=b2491686~S15
Abstract
One of the key differentiators in physical retail environments compared to online
shopping is the opportunity of using touch to physically evaluate products. Previous
studies have ascertained the effect of touch on the evaluation outcome of retail product
offerings. What is not known, however, is the type of shopper characteristics associated
with the type of touch that shoppers seek. This thesis examines two types of need for
touch, one affective and the other cognitive in nature. It argues that these two types of
need for touch are likely to be influenced by different sets of factors and have largely
different consequences.
Key literature is first reviewed and a conceptual framework comprising the various
hypotheses is proposed and then empirically tested. Pre-studies are used to test and
refine the constructs and to develop the final questionnaire. A total of 318 respondents
who shop at physical retail outlets form the sample for this research. Confirmatory
Factor Analysis (CFA) is used to assess the fit of the measurement components of the
model and to further refine the constructs. Structural Equation Modelling (SEM) is used
to empirically test the proposed hypotheses.
The results show how personality, lifestyle traits, consumers’ perceived knowledge and
choice goals form a sequential process leading to different tactile inputs that consumers
seek in a retail setting. Among the consequences, results show that consumers
employing affective touch are likely to purchase impulsively. Results also show that
both types of consumers, those employing affective and those employing cognitive
touch, find satisfaction with the decision-making process, though consumers who
employ cognitive touch also tend to feel outcome regret due to over-consideration. The
research also provides valuable information to managers by separating consumers
requiring varying forms of touch into identifiable segments. Limitations of the study and
suggestions for future research are also provided.
Item Type: | Thesis (PhD) | ||||
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Subjects: | B Philosophy. Psychology. Religion > BF Psychology T Technology > TX Home economics |
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Library of Congress Subject Headings (LCSH): | Shopping -- Psychological aspects, Touch, Consumer behavior | ||||
Official Date: | April 2011 | ||||
Dates: |
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Institution: | University of Warwick | ||||
Theses Department: | Warwick Business School | ||||
Thesis Type: | PhD | ||||
Publication Status: | Unpublished | ||||
Supervisor(s)/Advisor: | Wang, Qing, 1962- | ||||
Sponsors: | University of Warwick ; Warwick Business School | ||||
Extent: | xvi, 279 leaves | ||||
Language: | eng |
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