The Influence Of Touch On Consumer's Purchase Intention

With the advent of the experience economy,consumers are increasingly focusing on sensory experiences.The flourishing development of experience consumption,making the company's innovative marketing strategy more and more on the sensory marketing.The rise of sensory marketing has injected new impetus into corporate marketing.Marketing strategies based on consumer perception and consumer sensory experience can influence new consumer behaviors.The phenomenon of touch is ubiquitous in the consumer process,but traditional marketing focuses on the study of audiovisual experience,and research on touch is relatively rare.Most of the current researches on tactile sensation are based on the impact of tactile perceptions on consumer purchasing decisions.They rarely touch on the in-depth research on consumer purchase intentions of touch,and consumers with different need for touch(NFT).Whether the relationship between touch and consumer purchase intention will have different effects.This paper aims to study the impact of touch experience on consumers' purchase intention,and further study the significance of the product's tactile attributes and the different regulatory needs of touch.Firstly,based on literature and theoretical analysis,the paper analyzes the factors that affect the touch experience and lays the foundation for the later research.Based on the literature analysis of the touch and the consumer behavior,this paper proposes the research hypothesis of the touch experience to the consumer's purchase intention,and the experimental design for the assumption is inter-group experimental design;Finally,based on the data collected by the experiment,the data is analyzed and the corresponding conclusions are drawn.The results show that: Touch can increase consumers' willingness to buy compared to nottouching the product.At the same time,touch is more conducive to enhancing consumers' touch experience than to not touching the product,thereby increasing consumers' purchase intention;otherwise,consumers' Need for Touch has a significant regulatory role on the relationship between touch stimuli and touch experience.