Consumer need for touch and multichannel purchasing behaviour

This paper firstly analyses the relationship between the consumer’s need for touch and the channels used during search and purchase stages. The focus will be the fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. Secondly, the...

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Detalles Bibliográficos
Autores: Manzano, R., Ferrán Aranaz, Magdalena Ruth, Gavilán Bouzas, Diana
Tipo de recurso: informe técnico
Fecha de publicación:2013
País:España
Institución:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/131850
Acceso en línea:https://hdl.handle.net/20.500.14352/131850
Access Level:acceso abierto
Palabra clave:658.8
339:004.7
Need for touch
Multichannel
Shopping task
Marketing
Comercio
5311.05 Marketing (Comercialización)
5312.11 Comercio
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oai_identifier_str oai:docta.ucm.es:20.500.14352/131850
network_acronym_str ES
network_name_str España
repository_id_str
spelling Consumer need for touch and multichannel purchasing behaviourManzano, R.Ferrán Aranaz, Magdalena RuthGavilán Bouzas, Diana658.8339:004.7Need for touchMultichannelShopping taskMarketingComercio5311.05 Marketing (Comercialización)5312.11 ComercioThis paper firstly analyses the relationship between the consumer’s need for touch and the channels used during search and purchase stages. The focus will be the fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. Secondly, the moderating effects produced by the type of touch (autotelic / instrumental) and by the types of shopping task (goal-oriented / experiential-oriented) are also analysed. Results show that autotelic NFT becomes delimited by, and subordinated to, the instrumental one, as in the configuration of the overall NFT, high levels always involve a high instrumental dimension without which they do not occur. The instrumental NFT dimension defines both the online purchase, with its lowest values, and the use of physical channels, as it has values as high as those related to the autotelic one. The instrumental NFT dimension prevails over the autotelic one, both for goal-oriented and experiential consumers. Regarding multichannel shopping, those consumers who search or buy on the Internet show a lower level of NFT, both overall and in its two dimensions, compared to those consumers who choose physical channels. This is particularly noticeable in relation to the purchase phase.Universidad Complutense de Madrid20132013-01-0120132013-01-01technical reporthttp://purl.org/coar/resource_type/c_18ghAOhttp://purl.org/coar/version/c_b1a7d7d4d402bcceinfo:eu-repo/semantics/reportapplication/pdfhttps://hdl.handle.net/20.500.14352/131850reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1318502026-06-02T12:44:21Z
dc.title.none.fl_str_mv Consumer need for touch and multichannel purchasing behaviour
title Consumer need for touch and multichannel purchasing behaviour
spellingShingle Consumer need for touch and multichannel purchasing behaviour
Manzano, R.
658.8
339:004.7
Need for touch
Multichannel
Shopping task
Marketing
Comercio
5311.05 Marketing (Comercialización)
5312.11 Comercio
title_short Consumer need for touch and multichannel purchasing behaviour
title_full Consumer need for touch and multichannel purchasing behaviour
title_fullStr Consumer need for touch and multichannel purchasing behaviour
title_full_unstemmed Consumer need for touch and multichannel purchasing behaviour
title_sort Consumer need for touch and multichannel purchasing behaviour
dc.creator.none.fl_str_mv Manzano, R.
Ferrán Aranaz, Magdalena Ruth
Gavilán Bouzas, Diana
author Manzano, R.
author_facet Manzano, R.
Ferrán Aranaz, Magdalena Ruth
Gavilán Bouzas, Diana
author_role author
author2 Ferrán Aranaz, Magdalena Ruth
Gavilán Bouzas, Diana
author2_role author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8
339:004.7
Need for touch
Multichannel
Shopping task
Marketing
Comercio
5311.05 Marketing (Comercialización)
5312.11 Comercio
topic 658.8
339:004.7
Need for touch
Multichannel
Shopping task
Marketing
Comercio
5311.05 Marketing (Comercialización)
5312.11 Comercio
description This paper firstly analyses the relationship between the consumer’s need for touch and the channels used during search and purchase stages. The focus will be the fashion industry, characterised by offering highly hedonic products, where great importance is placed on the sense of touch. Secondly, the moderating effects produced by the type of touch (autotelic / instrumental) and by the types of shopping task (goal-oriented / experiential-oriented) are also analysed. Results show that autotelic NFT becomes delimited by, and subordinated to, the instrumental one, as in the configuration of the overall NFT, high levels always involve a high instrumental dimension without which they do not occur. The instrumental NFT dimension defines both the online purchase, with its lowest values, and the use of physical channels, as it has values as high as those related to the autotelic one. The instrumental NFT dimension prevails over the autotelic one, both for goal-oriented and experiential consumers. Regarding multichannel shopping, those consumers who search or buy on the Internet show a lower level of NFT, both overall and in its two dimensions, compared to those consumers who choose physical channels. This is particularly noticeable in relation to the purchase phase.
publishDate 2013
dc.date.none.fl_str_mv 2013
2013-01-01
2013
2013-01-01
dc.type.none.fl_str_mv technical report
http://purl.org/coar/resource_type/c_18gh
AO
http://purl.org/coar/version/c_b1a7d7d4d402bcce
dc.type.openaire.fl_str_mv info:eu-repo/semantics/report
format report
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/131850
url https://hdl.handle.net/20.500.14352/131850
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,811543

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