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Effect of rotating virtual product presentation on purchase intention in online stores

Prenger, A.H. (2016) Effect of rotating virtual product presentation on purchase intention in online stores.

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Abstract:Online shopping is getting more and more common, a convincing product presentation is therefore crucial. This is where rotating virtual product presentation shows its importance, which is related to a better product understanding and purchase intention (Jiang & Benbasat, 2007; Park, Lennon & Stoel, 2005; Won Jeong, Fiore, Niehm & Lorenz, 2009). This research sheds a new light on virtual product presentation in relationship to online purchase intention. We studied the effect of rotating virtual product presentation on purchase intention, product evaluation, perceived authenticity, product appreciation, and if the situation specific thinking style (SSTS) and impulse buying tendency influence this. We conducted an online survey where respondents were randomly assigned to one of the six conditions, different in product and presentation. Results show that rotating virtual product presentation and SSTS experiential interact, resulting in a higher purchase intention. The two groups of impulse buying tendency reported higher product appreciation and purchase intention when their 'favorite' product was presented in rotating product presentation. Rotating virtual product presentation should be considered by marketers when launching a web store, since it has positive effects on purchase intention for specific groups of consumers. Keywords: Rotating virtual product presentation, 3D product presentations, product experience, dual processing systems, judgment and decision making, impulse buying tendency, internet shopping, consumer behavior.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 54 computer science, 77 psychology
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/70435
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