NFT and online purchase intention: the moderating role of brand and situational involvement

This study analyses the impact of brand (leading vs. non-leading) on the relationship between instrumental need for touch (NFT) and online purchase intention and evaluates the influence of (high vs. low) situational involvement (SI). The two experimental studies revealed that a leading brand increased consumers’ intention to purchase for individuals who are high in instrumental NFT but not for those who are low in instrumental NFT, and consumers with differing SI levels varied in their relative evaluation of leading and non-leading brands. This study contributes to the body of knowledge in NFT, brand and SI literatures.