KOREASCHOLAR

The purpose of this study is to examine the compensatory role of instrumental (e.g., product information) and aesthetic (e.g., website background) online cues presented within apparel websites where touch is unavailable. The moderating role of two need for touch (NFT) dimensions (i.e., autotelic and instrumental NFT) between online cues and consumer responses was also investigated. Results demonstrate that personal differences in autotelic and instrumental NFT moderate the relationship between online cues and affective responses. It was found that consumers high in autotelic NFT (i.e., who need to touch for fun) seek more instrumental cues to compensate for lack of touch when shopping apparel products online. Surprisingly, consumers high in instrumental NFT (i.e., who need to touch for product evaluation) use aesthetic as well as instrumental cues to supplement the absence of touch. In contrast, for the low NFT groups, only aesthetic online cues showed significant effects on consumer arousal. Further analysis shows that instrumental NFT is negatively related to purchase intention while autotelic NFT has a positive effect on purchase intention. This implies that need for hedonic-oriented touch is no longer a barrier for online apparel shopping. However, the instrumental NFT seems a significant obstacle for the adoption of online apparel purchasing.

Abstract
 I. Introduction
 Ⅱ. Literature Review and Hypotheses
  1. Instrumental and aesthetic site cues
  2. Moderating role of need for touch
  3. Compensatory role of website cues
  4. Instrumental and autotelic NFT
  5. Effects of affective responses on cognitive and behavioral responses
 Ⅲ. Method
  1. Procedure
  2. Measures
 Ⅳ. Results
  1. Confirmatory factor analysis
  2. Invariance of measurement model over groups
  3. Hypotheses tes
  4. Post-hoc analyses
 Ⅴ. Discussion and Implication
 References

• Young Ha(Dept. of Family and Consumer Sciences, California State University) Corresponding author