Enticing and Engaging Consumers via Online Product Presentations: The Effects of Restricted Interaction Design

This work investigates the effects of three different online product presentation formats, namely, a noninteractive video presentation and two virtual product experience (VPE) presentations (full interaction and restricted interaction), on engaging users in online product experience as well as entic...

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Bibliographic Details
Published in:Journal of management information systems 2015-01, Vol.31 (4), p.213-242
Main Authors: Yi, Cheng, Jiang, Zhenhui (Jack), Benbasat, Izak
Format: Article
Language:English
Subjects:
Consumer goods
Electronic commerce
engagement
enticement
Experiments
full interaction
Information systems
Interactionism
Internet
Marketing
online product presentation
online selling
online video
purchase intention
restricted interaction
Sales presentations
Studies
User behavior
Videos
virtual product experience (VPE)
Virtual reality
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Summary:This work investigates the effects of three different online product presentation formats, namely, a noninteractive video presentation and two virtual product experience (VPE) presentations (full interaction and restricted interaction), on engaging users in online product experience as well as enticing users to try products offline. The experimental results show that restricted interaction, which deprives users of part of the interactive product experience, is more enticing than both the noninteractive and fully interactive design for users with more product-class knowledge. In addition, restricted interaction is generally as good as full interaction in engaging users. Both engagement and enticement positively affect users' purchase intentions. This study contributes to the information systems literature by extending the theory in curiosity formation to the interaction design context and advocating designs for enticement. It contributes to design practice by revealing that less interactive and less costly presentations can be more effective in attracting consumers toward the products.
ISSN:0742-1222
1557-928X
DOI:10.1080/07421222.2014.1001270