The lack of tactile experience is a significant flaw in online product evaluation and purchasing, but visual information can be utilized to compensate for tactile deficits. This study constructed a conceptual model based on mental imagery theory, innovativeness theory, and the personal goals framework, to explore the mechanism of visual-tactile compensation on consumer purchase intention. We conducted an online experiment with 406 participants recruited from a community and online store in Southern China and tested the research hypotheses using structural equation modeling. The findings suggest that visually compensated tactile perceived diagnosticity promotes mental imagery and sensory similarity, which, in turn, affects purchase intention. Theoretically, this study enriches the current explanations of online haptics by explaining the mechanisms by which haptic demonstration videos influence consumers' haptic evaluations and behavioral responses, as well as the moderating role of personal goals therein; practically, this study offers advice for retailers seeking to build or expand their tactile marketing strategies.
Keywords: consumer purchase intention; mental imagery; perceived diagnosticity; solution innovativeness; tactile compensation.