Effects of need for touch, centrality of visual product aesthetics and gender on channel preference for apparel shopping

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine how apparel consumers’ preference forphysical or virtual shopping channels is related to gender and consumers’ dispositionaltraits of need for touch (NFT) and centrality of visual product aesthetics (CVPA).
A survey was conducted using a convenience sample of 276 US college students. Datawere analyzed using descriptive statistics, MANOVA and ANOVA. Results of thisstudy indicate that participants with high NFT or CVPA had a greater preference forvirtual channels than participants with low NFT or CVPA. Gender by itself was not animportant influence in preference for shopping channels; however, the results of thisstudy revealed that gender interacted with NFT and CVPA on preference for virtualchannels. Men with high NFT or CVPA showed the highest preference for virtualchannels, while women with high NFT or CVPA did not differ from other groups intheir preference for virtual channels. There were no main effects and no interactionsamong variables on preference for physical channels. This study is the first toinvestigate the interactions of gender with NFT and CVPA in preference for apparelshopping channels.

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