Title: The importance of haptic cues for the fashion leaders in clothing shopping channels

Authors: Alagirisamy Kamatchi Subbiah Sukumaran; S. Lalitha Lakshmi

Addresses: Formerly School of Management, SASTRA University, Thanjavur, India ' National Institute of Fashion Technology, Dharmasala, Mangattuparamba, Kannur-670562, Kerala, India

Abstract: Fashion leaders used haptic cues the most in online channels and the least for shopping from local and non-local stores. Fashion leaders preferred to use local and non-local stores the most for cloth shopping, though they also used television and catalogue channels. The present study confirmed the earlier literature that low fashion leaders did not prefer to shop clothing from online stores. The study brought evidence for the webrooming effect as haptic cues that enabled buying from local and non-local stores after looking at the information online. The study also contributed to the research literature on fashion leaders' multichannel shopping behaviour and the literature on the need for touch in shopping.

Keywords: fashion leaders; clothing shopping; haptic cues; shopping channels.

DOI: 10.1504/IJBFMI.2023.134477

International Journal of Business Forecasting and Marketing Intelligence, 2023 Vol.8 No.4, pp.358 - 373

Received: 28 Oct 2022
Accepted: 29 Oct 2022
Published online: 24 Oct 2023 *

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