触觉替代效应：网络营销中替代触觉对消费者产品评价的影响研究

Haptic Substitution Effect: A Study on the Effect of Vicarious Touch on Consumer Product Evaluation in Network Marketing

摘要: 在网络营销中，消费者无法真实触摸产品，这影响了其对产品的评价和购买决策。为解决这一问题，触觉补偿机制至关重要。本文从替代触觉出发，探究触觉替代效应的作用机制，即消费者在网络环境中观察手与产品的交互对产品评价的影响机制。研究发现，当消费者在网络环境中观察一只手与产品进行物理接触时，即触摸的虚拟性会使消费者产生触觉模拟，引起消费者触摸该产品的心理意象，进而增强消费者对该产品的感知所有权，这一影响机制促进了消费者有更好的产品评价；同时，消费者的触摸需求水平起到了调节作用，对于低NFT水平的消费者而言，替代触觉对产品评价的影响程度显著低于高NFT水平的消费者对于替代触觉对产品评价的影响程度。本研究不仅丰富了触觉营销的相关理论研究，同时也为电商平台如何更有效地动态展示在线产品提供了营销启示。

Abstract: In network marketing, consumers can’t really touch the product, which affects their evaluation of the product and purchase decision. In order to solve this problem, the haptic compensation mechanism is very important. This paper explores the action mechanism of haptic substitution effect from the perspective of vicarious touch, that is, the influence mechanism of consumers observing the interaction between hands and products in the network environment on product evaluation. It is found that when consumers observe a hand in physical contact with a product in the network environment, that is, the virtuality of touch will make consumers produce tactile simulation, cause consumers to touch the mental image of the product, and then enhance consumers’ perceived ownership of the product, and this influence mechanism promotes consumers to have better product evaluation. At the same time, consumers’ touch demand level plays a regulating role. For consumers with low NFT level, the impact of alternative touch on product evaluation is significantly lower than that of consumers with high NFT level. This study has not only enriched the relevant theoretical research of haptic marketing, but also provided marketing enlightenment for e-commerce platforms on how to dynamically display online products more effectively.