| Summary: | 碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 106 === As e-commerce develops rapidly, online stores have become places where contemporary people make purchases most frequently. However, because consumers cannot really touch the products in online purchases, it is difficult for consumers to evaluate products sold in online stores. Studies in cognitive psychology show that imagery is an ability that is not perceived at the moment, but can be imagined in the mind. In this study, we explore whether imagery concepts may be used to provide consumers with a realistic touch-like experience in an online purchase environment, which can affect the consumers’ attitude toward a product. In addition, some studies indicate that each person’s emphasis on touch is different. Thus, we added the need for touch (NFT) as an independent variable to explore how different levels of NFT affect touch imagery and attitude toward products. In this study, we implemented the experiment design to manipulated touch information and balance touch imagery, need for touch, and product attitude. 120 subjects were recruited for the experiment. The result shows that in an online purchase environment, the touch imagery produced with touch information was significantly higher than that produced without touch information. The touch imagery produced in high NFT consumers who use touch text information shows a positive correlation with the product attitude. The touch imagery produced in low NFT consumers who use touch text information and touch picture information did not show a significant correlation to product attitude.
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