Effects of haptic cues on consumers' online hotel booking decisions: The mediating role of mental imagery
By Xingyang Lv, Huifan Li, L. Xia. 2020
102 citations recorded by the source corpus.
Abstract This study proposes that haptic cues (in online reviews, companies' descriptive information provided) significantly influence consumers' willingness to book hotel rooms online. Four studies examining the effect of haptic cues and using both primary and secondary data produced consistent results. We identified mental imagery as the underlying mechanism. In addition, the effect of haptic cues is moderated by the match between type of traveler and type of mental simulation. Haptic cues with outcome (process) simulation are more effective when matched with business (leisure) travelers who are performance (process) oriented. Implications for practice are discussed.
Subfields: Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/43be9624adc4b1bbf8545536bceb8c78a1df1bd8
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In Marketing
In Sociology and Political Science
Citations in the corpus
- Examining Tourism Consumers’ Attitudes and the Role of Sensory Information in Virtual Reality Experiences of a Tourist Destination (2021, background): “Additionally, Lv et al. (2020) and Lee and Gretzel (2012) demonstrate that text appeals to consumers’ senses during hotel bookings.”