Effects of haptic imagery on purchase intention

ABSTRACT

The COVID‑19 pandemic has increased the popularity of online shopping, and companies are looking for ways to provide consumers with experiences that online shopping cannot provide, such as touching products and imagining them in use. In this context, the importance of haptic imagery of products showcased online is increasing. This study replicated and extended Peck et al.'s (2013, Journal of Consumer Psychology, 23, 189–196) finding that physical control and psychological ownership mediate the influence of haptic imagery on purchase intention. This study showed that imagining touching a product increased purchase intention through the mediation of physical control and psychological ownership compared with not imagining, conceptually replicating Peck et al.'s study. This study also examined the moderating effect of product involvement and showed that there was no moderator role of product involvement. The findings would have a practical application in marketing, such as encouraging consumers to imagine touching the product.