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Priming cues in online product displays : exploring the effect of visual depiction on online purchase intention

Heijden, J. van der (2016) Priming cues in online product displays : exploring the effect of visual depiction on online purchase intention.

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Abstract:This research investigates the difference in effect between a congruent and an incongruent condition of product depiction and hand usage during internet shopping. This research investigates the difference in effect on three variables: attitude towards the product, mental simulation of using the product and purchase intention. This research uses a 2x2x2 mixed subjects design, with visual depiction and hand usage as between subject factors and product type as within factor. A survey sample of 115 participants were exposed to two product images that were either depicted congruent or incongruent to the hand usage during the experiment. All participants were exposed to one commonly online sold product and one commonly offline sold product. The depiction and congruency remained the same throughout the experiment. The results show that a congruent condition of hand usage and depiction has a significantly higher positive effect on mental simulation, as opposed to an incongruent condition. The same effect occurred for purchase intention; however, this effect was only marginally significant. Further results highlight a significant difference between the two product types - pen/book and ice-cream/computer mouse. However, this could be explained by the limitations regarding the price difference between the products and the image used to represent a match or mismatch. These findings have managerial implications in the form of web improvement to increase online product experience.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69485
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