Copyright (c) 2014 Kawakami et al. All Rights Reserved
How Consumers Rely on Substitutes for Haptic Information
under Non-touch Shopping Environment
Tomoko KawakamiMitsuru Kusunoki, Shiori Nishigaki, Akifumi
Shimoi, Moeko Otani, Naoto Yoshimoto, Yusaku Hori,
Chiaki Hoshiyama, Rina Kato, Mako Ochochi
Senior Grade Undergrads at Kawakami Laboratory
Kansai University, Osaka, Japan
2014 Global Marketing Conference at Singapore
1July 17, 2014
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
1. Research Motivation2. Previous Studies on Haptic Information3. Conceptual model and Hypotheses4. Survey development and results5. Implications and Limitations
2
Contents
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
3
Brand
Word-of-mouth
Design
There is no information on “touch”.
Research Motivation
Touch
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
4
Research Motivation
How consumers rely on substitutes for haptic information?
Online Shopping vs.
Store Shopping
Leather bags vs.
Smartphone cases
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
5
“Touch” plays an important role in consumers’ purchase product evaluation and purchase decisions.
“Haptic Information” Information acquired by touching and handling products with one’s hands. (Peck and Childers 2003)
Previous studies
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
6
Products categories Settings
Peck and Childers (2003a)
Store shopping
Peck and Childers (2003b)
Store shopping
Peck and Wiggins (2006)
PamphletNo studies on haptic information at online
shopping
Previous studies
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
7
Stores Launch
Price WOM Desig
nBran
dHapti
c
1997 ○ ○ ○ ○ △
1995 ○ ○ ○ ○ ×
1999 ○ × ○ ○ ×
2007 ○ ○ ○ ○ ×
1999 ○ ○ ○ ○ ×
Source) Company websites as of June 2014.
Haptic Information at Online Stores
Type of Information Provided at Online Stores
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Conceptual Model
Purchase Intent
Importance of Brand
Importance of Touch
Importance of Virtual Word-of-
MouthImportance of
Design
Online vs. Store
shopping
Leather bags Smart phone
casesSubstitutes for
Haptic Information
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Research Hypotheses
Importance of touch, brand, virtual word-of-mouth, and product design affects consumers’ purchase intent positively.
H1
The relationships in H1 differ between online versus store shopping settings. H2
The relationships in H2 differ depending on product categories.
H3
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
10
Concepts and measures
Importance of Touch (3 items).When I purchase (a leather bag/a smart phone case), I would decide based on its touch.Touch of (leather bags/smart phone cases) is important to me.Touch of (leather bags/smart phone cases) is an essential factor for me to decide which one I should purchase.Note) Measured by 5-point Likert scale.
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
11
Concepts and measures
Importance of Brand (3 items). I pay attention to brand names of (leather bags/ smart phone cases) I feel relieved when I carry a (leather bag/ smart phone case) with a famous brand name. When I purchase a (leather bag/ smart phone case) , I always check its brand.Note) Measured by 5-point Likert scale.
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
12
Concepts and measuresImportance of virtual Word-of-mouth(3 items).When I consider buying (a leather bag/a smart phone case), - I refer to online blogs or website articles
written by users whom I have never met.- I refer to chat rooms or forums by users
whom I have never met.- I use the Internet to refer to ratings and
rankings by users.Note) Measured by 5-point Likert scale.
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
13
Concepts and measures
Importance of Design (3 items)Product design of (a leather bag/a smart phone case) is important to me.When I purchase (a leather bag/a smart phone case), I would check its design such as color, pattern etc. before checking others features.I always check if the design of (a leather bag/a smart phone case) fits with my taste or not.Note) Measured by 5-point Likert scale.
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Purchase intent (1 item)I will purchase (leather bags/smart phone cases) at (online/real) stores in the future.
14
Concepts and measures
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Time: October 2013
Age: Undergraduate students (mainly early 20’s) Place: Kansai UniversitySample size: N=380
FemaleN=221(58.2%)
Male N=159(41.8%)
Gender
15
Survey Overview
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
16
Validity Test
Construct Item
Square root of AVE CR
BO BS SO SS BO BS SO SSTouch 3 .72 .68 .81 .71 .76 .72 .85 .74Brand 3 .77 .80 .84 .80 .81 .84 .88 .85vWOM 3 .81 .77 .88 .86 .85 .82 .91 .89Design 3 .72 .65 .77 .78 .76 .69 .82 .82Highest
Correlation
.33 .46 .28 .47 - - - -Note: Chi-square(192) = 457.42, GFI=.95, AGFI=.92, CFI=.96, NFI=.94, IFI=.96, and RMSEA = 0.03.
AVE denotes “Average Variance Extracted.” CR denotes “Composite Reliability.” BO: Leather bags/online, BS: Leather bags/at stores
SO: Smart phone cases/ online, SS: Smart phone cases at stores
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Leather bags Smart phone cases
Online
Store
Dif. Online
Store
Dif.
Touch .04 .29*
** -.20* .23*
n.s.
Brand .20* .24*
n.s.
.15* .04 *
Vwom .10 -.24 ** .27* -.11 *
Design
-.12 -.05 n.s.
.00 .26*
**
Note) Chi-square=515.65, d.f.=224, GFI=0.95, AGFI=0.92, CFI=0.96, RMSEA=0.029, Dif. denotes Results of Chi=square difference test. *p<0.05 **p<0.01.
17
Results of Structural Equation Modeling
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
18
Results of Structural Equation Modeling
Note) Chi-square=515.65, d.f.=224, GFI=0.95, AGFI=0.92, CFI=0.96, RMSEA=0.029, Dif. denotes Results of Chi=square difference test. *p<0.05 **p<0.01.
Online Shopping Store ShoppingLeather
BagsSmart Phone Cases
Dif. Leather Bags
Smart Phone Cases
Dif.
Touch .04 -.20*
* .29* .23*
n.s.
Brand .20* .15*
n.s.
.24* .04 *
Vwom .10 .27*
n.s -.24* -.11 *
Design
-.12 -.05 n.s.
-.05 .26*
**
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
19
Summary of the Results
Purchase Intent
Brand
Touch
vWOM
Design
Purchase Intent
Brand
Touch
vWOM
Design
Online Shopping
Purchase Intent
Brand
Touch
vWOM
Design
Purchase Intent
Brand
Touch
vWOM
Design
Shopping at Stores
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Results of hypotheses Testing
Importance of touch, brand, virtual word-of-mouth, and product design affects consumers’ purchase intent positively.
H1
The relationships in H1 differ between online versus store shopping settings. H2
The relationships in H2 differ depending on product categories.
H3
Partially supported
Supported
Supported
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
Previous Studies Our StudySweater, Tennis racket,
Cell phoneLeather bags,
Smart phone casesStore shopping Store& Online shopping
U.S. Japan1. Touch plays an
important role in consumers’
purchase decisions2. Preferences for touch information
differ depending on individual consumers.
1. Consumers rely on other information than
touch for online shopping.
2. The substitute information for touch
differs depending on product categories.
21
Academic Implications
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
1. Firms should carefully select and design appropriate marketing channel for those products which consumers put high value on haptic information.
2. Firms also need to provide substitute information for touch so that consumers won’t get frustrated.
3. Firms should design website or promotion strategies for online shopping with deep understanding for these differences depending on product categories.
22
Practical Implications
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
1. The respondents of the survey are only undergraduate students.
2. Besides the survey in Japan, future research need to study in the other countries.
3. The result of this research is limited the products which consumers put high value on haptic information.
23
Limitations
Copyright (c) 2014 Kawakami et al. All Rights ReservedJuly 17, 2014
24
Thank you for your attention!
AcknowledgmentsThe authors thank to Ms. Kanako Matsuo and Ms. Harumi Nishiuchi for their contribution to this research. The authors also acknowledge financial support by MEXT KAKENHI Grant-in-aid for Scientific Research (B) #23330142 (2011-2014) of Japan Ministry of Education, Culture, Sports, Science and Technology.