Abstract: Through two experiments, this paper empirically tests the compensation effect of online metaphorical product pictures display in the tactile absent context of online sales and the mechanism of consumers’ willingness to purchase. The first experiment is carried out with the single factor intergroup experiment method, it is found that online metaphorical product pictures display can positively wake up consumers’ tactile image and affect their purchase intention; consumers’ tactile image plays the role of mediation in the influence of the product pictures display on customers’ purchase intention. The second experiment uses 2 (online product display mode: metaphorical display vs. direct statement display) by 2 (individual structural need: high vs. low) inter-subjects experimental method; the findings show that the consumer structural need plays the role of mediation in the influence of the product pictures display ways on customers’ tactile image. This conclusion can not only have important practical significance?to solve the natural barriers and difficulties of online sensory absence, but also have practical reference value for online retailers to design product display web pages and improve consumers’ purchase intention.

Key words: conceptual metaphors; tactile imagery; tactile compensation; purchase intention; fresh agricultural products