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You touched it and I’m relieved! The effect of online review’s tactile cues on consumer’s purchase intention

Jing Huang (Department of Marketing, Wuhan University, Wuhan, China)
Yulang Guo (Department of Marketing, Guangdong University of Finance and Economics, Guangzhou, China)
Cheng Wang (Department of Marketing, Wuhan University, Wuhan, China)
Lei Yan (Department of Marketing, Wuhan University, Wuhan, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Publication date: 1 July 2019

Abstract

Purpose

The purpose of this paper is to examine the role of online review’s tactile cues in consumer’s purchase intention, given the absence of direct experience in online shopping.

Design/methodology/approach

Based on four empirical studies, the authors examine the role of online review’s tactile cues in consumer’s purchase intention. A secondary data analysis on Taobao and three experiments were conducted.

Findings

First, this research demonstrates that tactile cues in online reviews are sure to have a significant influence on consumers’ purchase intention. Second, the purchase intention of consumers is easily influenced by the reviews of holistic tactile cues of the search product, which affects the final purchase intention through the way of outcome simulation. Consumers’ purchase intention is also easily influenced by concrete tactile cues of experience product, which affects the final purchase intention through the way of process simulation. Temporal distance is the boundary condition.

Practical implications

A seller should manage the order of online review or labels related to corresponding tactile cues, in order to encourage consumers to comment on the relevant tactile features. Besides, in the aspect of website design, a seller can also encourage consumers to image about the process and the result of using so as to promote his sales volume.

Social implications

The conclusion may give a solution on how to deal with the absence of direct experience in online shopping.

Originality/value

There has been little research about the influences of others' tactile behaviors on consumers' behaviors. The authors focus the other tactile experience in online review. The previous studies on online reviews focus on the its influences of valence, quantity and sentiment polarity on the usefulness of reviews and sales volume. However, few studies are explored on contents of reviews. The authors focus on the content such as tactile cues.

Keywords

Citation

Huang, J., Guo, Y., Wang, C. and Yan, L. (2019), "You touched it and I’m relieved! The effect of online review’s tactile cues on consumer’s purchase intention", Journal of Contemporary Marketing Science, Vol. 2 No. 2, pp. 155-175. https://doi.org/10.1108/JCMARS-01-2019-0005

Publisher

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Emerald Publishing Limited

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