Buy Online, Trust Local – The Use of Regional Imagery on Web Interfaces and Its Effect on User Behavior

Tobias Menzel () and Timm Teubner ()
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Tobias Menzel: Technische Universität Berlin
Timm Teubner: Technische Universität Berlin

A chapter in Innovation Through Information Systems, 2021, pp 333-339 from Springer

Abstract: Abstract While regional cues are omnipresent in offline consumer life, the use of regional imagery is a still emerging trend in online retail. Applying a multi-method approach, we investigate the use of regional imagery on web interfaces and its effects on consumer behavior. We find that social, nature, and regional imagery is frequently used on energy provider websites and identify cityscapes and monuments as primary regional motives. Further, we outline an experiment to assess whether regional imagery promotes trust within online retail and how the presence of regionality interacts with the concepts of Social Presence and Nature Presence. Our contribution is twofold: First, we propose the psychological construct of Regional Presence to the IS literature, link it to theory, and describe its application in online retail. Second, we sketch out an experimental design to systematically study the effects of regional imagery on web interfaces.

Keywords: Social presence; Nature presence; Regional presence; Trust; Online retail (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-030-86797-3_22

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DOI: 10.1007/978-3-030-86797-3_22

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