Investigating the influence of the functional mechanisms of online product presentations

• Published in: Information systems research 2007-12, Vol.18 (4), p.454
• Main Authors: Jiang, Zhenhui, Benbasat, Izak
• Format: Article
• Language: English
• Subjects: Consumer behavior; Electronic commerce; Interactive marketing; New products; Online shopping; Psychological aspects; Sales presentations; Shopping; Studies; Technology application; Web sites; Websites
• ISSN: 1047-7047; 1526-5536
• DOI: 10.1287/isre.1070.0124

Despite the several previous endeavors that studied the effects of different product presentation formats, the functional mechanisms underlying online product presentation methods have not been investigated in a comprehensive way. This paper investigates a model showing how these functional mechanisms (namely, vividness and interactivity) influence consumers' intentions to return to a Web site and their intentions to purchase products. A study conducted to test this model has largely confirmed our expectations: 1. both vividness and interactivity of product presentations are the primary design features that influence the efficacy of the presentations, 2. consumers' perceptions of the diagnosticity of Web sites, their perceptions of the compatibility between online shopping and physical shopping, and their shopping enjoyment derived from a particular online shopping experience jointly influence consumers' attitudes toward shopping at a Web site, and 3. both consumers' attitudes toward products and their attitudes toward shopping at a Web site contribute to their intentions to purchase the products displayed on the Web site.