The touchy issue of produce: Need for touch in online grocery retailing
Abstract
Online grocery retailing lags behind other product categories in e-commerce. This article focuses on consumers’ need for touch (NFT) as a psychological explanation for this issue. In two studies, consumers rate their perception of produce offered in an online shop. Specifically, consumers assess quality concerns, affective response, and willingness to pay (WTP) in offline versus online retail contexts. Results demonstrate that high-NFT consumers...
Paper Details
Title
The touchy issue of produce: Need for touch in online grocery retailing
Published Date
Sep 1, 2020
Journal
Volume
117
Pages
244 - 255
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