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首页> 外文会议>AMA Winter Academic Conference >Effects of Haptic Cues on Consumers'Online Hotel Booking Decisions: The Mediating Role of Mental Imagery
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Effects of Haptic Cues on Consumers'Online Hotel Booking Decisions: The Mediating Role of Mental Imagery

机译：触觉线索对消费者的影响：精神照片的调解作用

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Tactile experience plays a crucial role in the purchase and consumption of services(Hulten,Broweus,and van Dijk,2009).However,for services such as hotels,for which consumers book in advance online or by telephone,it is impossible to provide direct tactile information.Therefore,Spence and Gallace(2011)raise the key question of what a company can(and should)do in the Internet age to deliver at least some of the tactile aspects of product experiences to the increasing number of shoppers who purchase over the Internet.To address this question,this research explores the relationship between haptic cues and consumers'willingness to book a hotel room online as well as the effect of different ways of delivering haptic information.Although research demonstrates that the need for tactile information significantly affects consumers'buying behavior when purchasing goods such as clothing on the Internet(Citrin,Stem,Span-genberg,and Clark,2003;Grohmann,Spangenberg,and Sprott,2007;McCabe and Nowlis,2003;Peck and Childers,2003b,2006),research on tactile experiences in the hospitality industry is scarce.We propose that although consumers cannot obtain direct tactile information when booking online,such information could be conveyed through other senses using mental simulation.
机译：触觉体验在购买和消费服务中发挥着至关重要的作用（Hulten，Broweus和Van dijk，2009）。对于酒店，如酒店，其中消费者在线或通过电话提前预订，不可能提供直接触觉信息。因此，Spence和Gallace（2011）提出了公司在互联网时代可以（并且应该）在互联网时代做什么的关键问题，以便在购买过度购买的购物者数量的购物者数量的至少一些触觉方面互联网。要解决这个问题，这项研究探讨了触觉线索和消费者的关系，以便在线预订酒店房间以及提供触觉信息的不同方式的效果。虽然研究表明需要对触觉信息的需求显着影响消费者在互联网上服装等购买商品时的行为（Citrin，Step，Spanberg和Clark，2003; Grohmann，Spangenberg，和Sprott，2007; McCabe和Nowlis，2 003; Peck和Childers，2003B，2006），酒店行业的触觉经验研究是Scarce.We提出，尽管消费者在在线预订时无法获得直接的触觉信息，但可以通过使用精神模拟的其他感官来传达这种信息。

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