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...

Purpose – The main aim of this study is to develop a framework of brand knowledge transfer through sponsorship for sponsors within an insurance industry in South Korea. To this end, this study explores: how pre-event brand knowledge and perceived sponsor–event fit contribute to post-event...

Purpose: Flow is an optimal cognitive state that enhances consumer satisfaction. This paper aims to examine the effects of website features (product- and service-related cues) on consumers’ flow experiences and how flow affects satisfaction with e-commerce. Design/methodology/approach:...

Purpose The purpose of this paper is to develop a desire to interact with a salesperson scale and to explore possible tools for replacing salespeople on e-commerce websites. Design/methodology/approach For the exploratory phase of this paper, Study 1 used in-depth consumer interviews....