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The compensatory effects of pictorial and verbal information for haptic information on consumer responses in non-store shopping environments

Park, Minjung
http://rave.ohiolink.edu/etdc/view?acc_num=osu1155701271

Abstract Details

2006, Doctor of Philosophy, Ohio State University, Textiles and Clothing.
The purpose of the study was to examine the compensatory effect of pictorial and verbal information for haptic information in non-store shopping environments. Dual coding theory and Stimulus-Organism-Responses paradigm provided the theoretical frameworks for the study. The proposed model of the study was examined by conducting an experiment using a mock apparel website and a mock apparel catalog. Additionally, this research addressed an alternative model based on the results of the originally proposed model testing. Multivariate analyses of variance and structural equation modeling were used to test both the originally proposed model and the alternative model. The design of the originally proposed model was a 2 (picture swatch or no swatch) x 2 (high haptic imagery description or low haptic imagery description) x 2 (online shopping or catalog shopping) x 2 (high need for touch or low need for touch) between-subjects factorial design. Dependent variables for the original model were perceived product quality, perceived risk, attitude toward a product, and purchase intentions. The alternative model used the same independent variables and dependent variables with the originally hypothesized model and added two more dependent variables (perceived haptic imagery, perceived interactivity). The findings from the original model and alternative model revealed: (1) the main effect of pictorial information on perceived haptic imagery; (2) the main effect of verbal information on perceived haptic imagery; (3) the main effect of shopping contexts on perceived interactivity; (4) the positive relationships between perceived haptic imagery and perceived product quality; (5) the positive relationships between perceived interactivity and perceived product quality and the negative relationships between perceived interactivity and perceived risk; (6) positive relationships between perceived product quality and attitude toward a product, between perceived product quality and behavioral intentions, and between attitude toward a product and behavioral intentions; (7) negative relationships between perceived risk and attitude toward a product and between perceived risk and behavioral intentions. The study provides theoretical and practical implications. The empirical evidence of the compensatory mechanism for haptic information contributes to the literature in non-store retailing and apparel retailing fields and provides effective marketing strategies using judicious information presentation.
Sharron Lennon (Advisor)
234 p.
Non-store Shopping; Online and Catalog Shopping; Haptic Information; Pictorial and Verbal Information; Consumer

Recommended Citations

Citations

  • Park, M. (2006). The compensatory effects of pictorial and verbal information for haptic information on consumer responses in non-store shopping environments [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1155701271

    APA Style (7th edition)

  • Park, Minjung. The compensatory effects of pictorial and verbal information for haptic information on consumer responses in non-store shopping environments. 2006. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1155701271.

    MLA Style (8th edition)

  • Park, Minjung. "The compensatory effects of pictorial and verbal information for haptic information on consumer responses in non-store shopping environments." Doctoral dissertation, Ohio State University, 2006. http://rave.ohiolink.edu/etdc/view?acc_num=osu1155701271

    Chicago Manual of Style (17th edition)

osu1155701271
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© 2006, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.