Lee, Yun Jung; Yang, Sujin; Johnson, Zachary - In: Journal of Research in Interactive Marketing 11 (2017) 4, pp. 341-360
Purpose The inability to touch products online is the top reason consumers list for preferring to shop in traditional brick and mortar versus e-commerce stores ( ). Need for touch (NFT) comprises autotelic and instrumental motives, which, respectively, relate to enjoyment and utility. This study...