Abstract
A significant facet hindering the explosive growth of e-commerce is the absence of tactile information about the products. The
absence of tactile information may lead to uncertainty in consumer purchase decisions, particularly in online settings. It has been
observed that while buying products, online consumers may feel a lack of physical contact with the product that may result reducing
motivation to buy the product. This study aims at addressing the influence of Need for touch (NFT) in online purchasing. The study
argues that the NFT in online buying can be mitigated by the brand equity. The brands having greater brand equity may help reducing
the NFT. Since buyers may stress different features of the product differently; therefore, NFT may very across the product categories.
This study proposed quantitative methods to investigate the NFT mitigation in online environment. A valid sample of 210 was used
for data analysis. SPSS and AMOS were used for SEM technique. Based on results, it was concluded that Brand Awareness and
NFT has a negative relation, Brand Association and NFT has a negative relation, while both perceived quality and uniqueness has a
positive relation with NFT which is unexpected as well. Lastly, it is found that NFT has a negative relation with online purchase
intention.
Muhammad Rizwan, Nida Zaheer. (2019) The Role of Brand Equity in mitigating Need for touch (NFT) in online purchasing, Paradigms , Vol 13, Special Issue.
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