Do time constraint and emergency purchase situation exert same influence on shopping? a study under haptic touch influence

Abstract

Marketing literature has identified emergency purchase situation and time constraint as important situational influences. However, both of them are often equated with each other as both require shopping to be done in a short time. This study makes an attempt to eliminate the confusion by studying the impact of two situation variables on product evaluation and purchase intention under the influence of haptic touch. Two studies conducted to test the hypotheses show that while emergency purchase situation has a significant impact under no-touch influence, the same can not be said for time constraint situation.