THE HAPTIC INFLUENCE ON RETAIL PURCHASE INTENTION

This study discussed on the relationship between the demand for information through touch and its effects on the choice of purchase in the retail. For this, a taxonomy of touch in marketing was used as a reference, which classifies it in instrumental and autotelic. The data collected in the experiment were treated quantitatively using three models of multiple linear regression, corresponding to the book, cell phone and notebook. The results showed that, when considering the taxonomy, the book was only in the instrumental dimension, and still partially, while cell phone and the notebook, on the other hand, were inserted in all the levels of the instrumental touch and the autotelic touching. Hence, it is concluded that haptic experience is not relevant to the book and not for all categories of products. Therefore, the creation of attractive environments and that provides the haptic experience, on the part of the retailers, goes through the necessity to know the products with greater or less NFT, and, consequently, to adopt strategies that are able to persuade the intention to buy by means of conscious actions and assertive.