Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation
题目： Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation
作者：
Wumei Liu（兰州大学/ Lanzhou University）
Rajeev Batra（密歇根大学/University of Michigan）
Haizhogn Wang（中山大学/Sun Yat-Sen University）
期刊：
Journal of Retailing(影响因子：3.772)
Volume 93, Issue 3, September 2017, Pages 369-381
英文摘要：
As offline retailers struggle to compete with online ones, the importance of a consumer’s ability to touch a product prior to purchase becomes important to study. Prior research has found inconsistent results on whether product touch facilitates consumers’ product-related decision making.Some studies report a positive effect, whereas others do not. The current research reconciles this inconsistency and draws retailing implications.Across three experiments, we show that the effect of product touch on consumers’ purchase intentions and willingness to pay for a product being evaluated is evident when consumers’ mental representation of the product is concrete, but not when abstract. We further show that perceive drisk and perceived ownership simultaneously mediate this moderating effect of mental representation. Implications are drawn for both offline and online retailers.
中文摘要：
随着线下零售商努力地与线上零售商竞争，消费者在购买产品之前触摸产品的重要性就在研究中突显出来。先前的研究发现，触摸产品是否有利于消费者的产品相关决策，结果是不一致的。一些研究报告了积极的效果，而另一些研究则没有发现这一现象。本研究旨在调和这种不一致性，并提供对零售商的启示。在三个实验中，我们的研究表明，当消费者的产品心理表征是具体时，触摸产品对消费者的购买意愿和支付产品价值的影响是非常明显的，而当消费者的产品心理表征是抽象时，则不明显。我们的研究进一步表明，对产品的感知风险和所有权感知都中介了心理表征的调节作用。以上研究结果，对线上和线下零售商都有启示作用。
网址链接：http://www.sciencedirect.com/science/article/pii/S0022435917300519
