Consumer need for tactile input - An internet retailing challenge

A shortcoming of Internet-based retailing efforts is consumers' inability to touch products during their purchase decision-making processes. This research is a preliminary effort to examine the construct of need for tactile input by consumers and its impact on the likelihood to purchase products over the Internet. Initial measurement of the construct is developed through a survey of 272 respondents. This consumer characteristic is then shown to impact negatively the purchase of products on the Internet, particularly those requiring more tactile cues for their evaluation. Further, women showed a higher need for tactile input compared to men in making product evaluations. Strategic implications of the importance of considering consumers' need for tactile input for Internet retailers are provided. (C) 2002 Elsevier Science Inc. All rights reserved.