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The relevance of tactile information in online buying behavior

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  • Carmela Donato
  • Maria Antonietta Raimondo

Abstract

Using three experiments, the present research demonstrates that, in presence of a description of the tactile characteristics of the product, consumers' attitude is significantly higher when the information is given by a web-community then the company web-site. Moreover, consumers' attitude towards low-touch products for which the touch is not diagnostic is significantly higher when the tactile information is provided by a web-community compared to the company web-site, because of the higher reliability perceived by customers for web-communities. From a managerial perspective, the results of this research imply that, to promote the purchase of low-touch products within the digital environment, companies need to consider virtual communities in order to favor the exchange among users of tactile information about those products.

Suggested Citation

  • Carmela Donato & Maria Antonietta Raimondo, 2017. "The relevance of tactile information in online buying behavior," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 411-434.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/88003:y:2017:i:3:p:411-434
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