Abstract Interpersonal touch has been shown to affect consumer behaviors such as compliance with a request, impulse buying, and tipping behavior. In this study, we examine if the impact of touch on purchase behavior is gender specific, and if it depends on how much the individual likes the product. Findings indicate male consumers are more likely to purchase a product at low to moderate levels of perceived tastiness when they are touched by a female server, whereas females are less likely to purchase. However, the touch encounter doesn’t matter for either gender when a consumer really likes the product.

中文翻译：

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触摸对购买行为的条件影响

摘要人际交往已被证明会影响消费者的行为，例如符合要求，冲动购买和小费行为。在这项研究中，我们研究了触摸对购买行为的影响是否特定于性别，以及它是否取决于个人对产品的喜欢程度。研究结果表明，男性消费者接触女性服务器时，他们更有可能以低至中等的感知到的口感购买产品，而女性则不太可能购买。但是，当消费者真正喜欢该产品时，触摸碰触对任何性别都不重要。