Lack of Control, Touch, and Willingness to Pay-Implications to Online and Offline Retailers
Touch is very important to both consumers and marketers.Past research showed touching products can increase willingness to pay (WTP).However,two gaps were not addressed clearly.First,are there any moderators of touch’s effect on WTP as well as the underlying mechanisms? Second,how to increase WTP for products when touch is impossible? Based on literature on personal control and on fluid compensation,we conduct 7 studies and find that touch can increase WTP but only for the low (vs.high) control (Pilot Study,Study 1and 2),this is because consumers will come up more touch-related thoughts in their mind when lacking of control (Study 3a),while touching products can elevate their personal control (Study 3b and 3c).Further,we find that personal control’s moderating effect will disappear after priming (vs.not priming) warm and supportive interpersonal relationship perceptions (Study 4).This paper contributes to recent knowledge on touch,personal control and fluid compensation,highlights the necessity of the existence of offline physical stores,and offers valuable suggestions to online retailers.
Touch Personal control Online and offline retailers Willingness to pay (WTP)
Wumei Liu Haizhong Wang
Sun Yat-Sen Business School,Marketing Department,Sun Yat-Sen University,Guangzhou,China
国内会议
北京
英文
1-21
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）