The Effect Of Online Review's Tactile Cues On Consumer's Purchase Intention

Although a growing number of scholars have conducted many researches about the the effect of online review on consumer's decision, few studies explore the effect of online review's tactile cues on consumer's purchase intention. This paper based on the perspective of tactile cues, explores the effect of online review's tactile cues on consumer's purchase intention.This paper also examine the interaction effect of product type and tactile cues type on consumer's purchase intention and its mechanism. Then we also try to examine the boundary condition of the above interaction effect.Based on language catogory model theory,mental simulation theory and construal level theory,from the perspective of tactile cues,4empirical study are conducted to explore the effect of online review's tactile cues on consumer's purchase intention.the authors examine the role of online review's tactile cues in consumer's purchase intention. Specially, by analyzing the data from taobao, study1found that online review's tactile cues can significantly affect the consumer's perception of review usefulness; Study1further indicated participants in positive online review's tactile cues group(vs no tactile cues group) report significant higher scores in purchase intention and participants in negative online review's tactile cues group(vs no tactile cues group) report significant lower scores in purchase intention; we focus2types of tactile cues in study2and find that holistic tactile cues is more effective than concrete tactile cues in increasing purchase intention under search product and concrete tactile cues is more effective than holistic tactile cues in increasing purchase intention under experience product; In study3,we further explore the boundary condition of these effect and predict that temporal distance can disturb the effect by shift consumer's nature focus.The study can be divided into7chapters. Chapter1is an introduction to the research questions, significance of the topic, the research framework and methods. Chapter2is literature review focuses on online review and touch and consumer research and online review's tactile cues, Chapter3is a review of related theories. Chapter4includes a secondary data test and a main experiments to examine whether effect of online review's tactile cues on consumer's purchase intention. Chapter5includes a pretest and a main experiment and examines the interaction effect of product type and tactile cues type on consumer's purchase intention and its mechanism.Chapter6examines the boundary condition by a experiment.Chapter7is the overall discussion. This chapter pointed out the theoretical and practical contribution of this research, as well as the limitations and future research directions. Besides the author's further research, other scholars broaden this research field would be appreciated.