Research Note---Investigating the Influence of the Functional Mechanisms of Online Product Presentations

Zhenhui Jiang () and Izak Benbasat ()
Additional contact information
Zhenhui Jiang: Department of Information Systems, National University of Singapore, SOC1, Lower Kent Ridge Road, Singapore 117543
Izak Benbasat: Sauder School of Business, University of British Columbia, 2053 Main Mall, Vancouver, BC, Canada V6T 1Z2

Information Systems Research, 2007, vol. 18, issue 4, 454-470

Abstract: Internet-based interactive multimedia technologies enable online firms to employ a variety of formats to present and promote their products: They can use pictures, videos, and sounds to depict products, as well as give consumers the opportunity to try out products virtually. Despite the several previous endeavors that studied the effects of different product presentation formats, the functional mechanisms underlying these 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 website 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 websites, 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 website; and (3) both consumers' attitudes toward products and their attitudes toward shopping at a website contribute to their intentions to purchase the products displayed on the website.

Keywords: virtual product experience; functional control; vividness; interactivity; online product presentation (search for similar items in EconPapers)
Date: 2007
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (50)

Downloads: (external link)
http://dx.doi.org/10.1287/isre.1070.0124 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:orisre:v:18:y:2007:i:4:p:454-470

Access Statistics for this article

More articles in Information Systems Research from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().