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2017 | OriginalPaper | Chapter

Need for Touch: A Barrier in Online Shopping—Identifying Compensatory Factors in an Online Context

Authors : Jyoti Pandey, Ashish Sadh, Aditya Billore

Published in: Creating Marketing Magic and Innovative Future Marketing Trends

Publisher: Springer International Publishing

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Abstract

Touch is one of the five senses, which plays an important role in the evaluation of product and purchase decision. This chapter tries to see how need for touch is a barrier in an online shopping context, where it is not feasible to touch a product. This study tried to identify two factors, return policy and e-tailer’s image which may act as a compensatory mechanism for inability to touch a product during online shopping. Through this study, we proposed that need for touch moderates the relationship between these factors and consumer response. The study tries to propose the role of return policy and e-tailer’s image as a compensatory mechanism for inability to touch a product while shopping online. Potential contributions and directions for future research have been discussed in detail.

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Title: Need for Touch: A Barrier in Online Shopping—Identifying Compensatory Factors in an Online Context
Authors: Jyoti Pandey
Ashish Sadh
Aditya Billore
Publisher: Springer International Publishing
Book: Creating Marketing Magic and Innovative Future Marketing Trends
Print ISBN: 978-3-319-45595-2

Electronic ISBN: 978-3-319-45596-9

Copyright Year: 2017
DOI: https://doi.org/10.1007/978-3-319-45596-9_247