商家文本描述、虚拟触觉体验对消费者服装购买意愿的影响研究OA

As consumer markets evolve and demand diversifies,apparel companies are placing an increasing priority on providing sensory experiences for consumers.With the growing prevalence of e-commerce,online shopping has become a primary channel for apparel consumption.However,online shopping prevents consumers from physically touching products.This forces them to rely solely on the textual and visual cues provided by merchants when making purchasing decisions.Because apparel is a product that depends heavily on tactile experience,characteristics such as material,fit,and comfort are difficult to convey fully through text alone.This"tactile deficit"impacts purchasing decisions,increases the risk of returns,and severely limits the effectiveness of online apparel marketing.Therefore,compensating for the lack of tactile experience through textual descriptions to enhance consumer purchasing intent has become an urgent issue for online apparel marketing.Currently,two primary compensation methods exist.First,technologies like virtual try-on and 3D displays have yet to achieve widespread adoption due to cost and technical constraints.Second,leveraging multisensory compensation effects,particularly visual cues such as images and videos,offers a lower-cost,more accessible approach to evoke tactile associations.However,existing research has primarily focused on tactile cues in image displays or online reviews.There have been few studies examining how different textual descriptions compensate for the absence of tactile information from the merchant's perspective and their impact on purchasing behavior. Based on the findings from the literature review,this study proposed a mediation model to examine the relationship between merchant text descriptions,virtual tactile experiences,and consumers'clothing purchase intentions.This study selected three types of clothing cooling,comfortable,and warm ones)as the experimental materials.Textual visual cues were categorized as literal,static,or dynamic metaphorical descriptions,and three corresponding scenario simulation experiments were designed.Data were collected through questionnaires and analyzed using statistical methods,including one-way ANOVA and regression analysis,to thoroughly examine how different textual description approaches influence virtual tactile perception and purchase intent.This paper reveals how textual descriptions can effectively compensate for a lack of tactile experience and impact consumer purchasing intent.Experimental results indicate that,visual cues in textual descriptions significantly enhance virtual tactile experiences and purchase intentions.Furthermore,different textual description styles have varying effects on purchase intentions:dynamic metaphor descriptions have a greater effect than static metaphor descriptions,which in turn have a greater effect than literal descriptions.Finally,virtual tactile experiences mediate the relationship between textual descriptions and purchase intentions. The outcomes of this study enrich theoretical frameworks on tactile compensation and consumer perception in online contexts.They also provide apparel companies with valuable insights to optimize online product descriptions and shape virtual tactile experiences.Ultimately,these improvements enhance consumer purchase intent.For cooling apparel,it is advisable to use dynamic metaphors such as"say goodbye to stuffiness"to translate fabric properties into vivid imagery of instant cooling,so as to compensate for the absence of tactile feedback.For comfort-focused apparel,it is advisable to use dynamic metaphors such as"nourishes your skin every minute"to activate consumers'associations with bodily freedom and emotional comfort.This shapes their virtual tactile experience.Finally,for thermal garments,it is advisable to use dynamic metaphors such as"as warm and fluffy as animal fur"to evoke associations with active heat retention,instant warmth,and lightweight protection,so as to compensate for the lack of tactile perception.