New paper published in Journal of Business Research
We are happy to announce the first paper of Frauke Kühn together with her co-authors Marcel Lichters and Nina Krey ‘The touchy issue of produce: Need for touch in online grocery retailing‘. In two studies, consumers rate their perception of produce offered in an online shop. Results demonstrate that high-NFT consumers express higher quality concerns and lower affective response to online offered produce. This negative influence of NFT is stronger if consumers use indirect compared to direct touch interfaces. Further, NFT influences WTP difference between offline and online offered produce. A third study proposes a solution through online videos as visual design features. Displaying haptic evaluations of high-touch diagnostic produce by other consumers successfully negates NFT’s adverse influences.
Check out the paper at: https://doi.org/10.1016/j.jbusres.2020.05.017