The Influence Of Tactile Characteristics Of Product Texture On Consumers' Purchase Intention

Many consumers are accustomed to touching the product when deciding whether to buy,and exploring the relationship between the product texture and the willingness to buy has been an important research content in the field of sensory marketing.However,the exact path by which tactile perception affects purchase intention is unknown.Our research explored the relationship among product texture,consumer affective response and purchase intention with experimental methods and use smart phone and wallets as stimulants from the consumer's tactile sensory channel.The academic background of this study are sensory marketing,haptic affective response and psychological ownership,and we used literature analysis,experimental research and statistical analysis to explore the influence of tactile characteristics of texture on purchase intention.We found that consumers have different tactile perception for different materials of the same product,and this tactile perception affects the purchase intention through emotional reaction,and which is also moderated by the tactile demand.There are three experiments in our research.There are 3 experiments in our study.Experiment 1 found the tactile perception has a significant impact on the purchase intention.Experiment 2 indicated that tactile perception of texture can influence consumers' purchase intention by stimulating their emotional response.Experiment 3 showed the difference in consumer's need for touch demand has a positive adjustment effect on the relationship of tactile characteristics and affective response..The practical significance of the research is mainly reflected in product development,marketing strategy and sales practice.For example,enterprises can start from improving the tactile sense of products and combine the personal characteristics of consumers and the use situation of the product,to make touch become an aesthetic enjoyment,so as to carry out more efficient precision marketing and gain market competitive advantages.