NEED FOR TOUCH AND TWO-WAY COMMUNICATION IN E-COMMERCE

The average consumer feels the need to physically touch their desired product before they pursue an online purchase. This ability lags online and the result is in preference for traditionalbuying over e-commerce. The new variable we had identified to thisresearch was introductionof new technology that could be 3D-4D graphics which literallybringsthe product lifelike in front of them. Autotelic and Instrumental (NFT) Need forTouch AreIndependent variables, whereas (PEOU) Perceived Ease ofUse, (PE)Perceived Enjoymentand (PU) PerceivedUsefulness aremoderators that lead toour dependentvariable(Loy) Loyalty.The further variable we added was ‘New Technology'to aid perception and Loyalty. We gathered data though questionnaires and online surveysby targetingmale and femalebetween13-40 years'oldwhowere familiar with e-commerce. We worked on SPSS, AMOS, MSWord and Excel to support our research. Ourresearch benefits all thosewho faced trouble during shopping online, those who were not satisfied enough byviewing pictures orreading reviews but needed a more realistic approach. Future research possibility may be adding exceptional technology that enables viewer popup images onscreen of PCor mobile.Future research can be conducted tobringholistic e-commerce. It may contain mediators that further inflate loyalty