University of Twente Student Theses


Imagine it : sensory exploratory procedure videos as a vessel to recreate sensory experiences in online servicescapes

Klaassen, M.N. (2022) Imagine it : sensory exploratory procedure videos as a vessel to recreate sensory experiences in online servicescapes.

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Abstract:Utilizing a mixed methods approach this study investigates to what extent videos, mimicking multisensory exploratory procedures of product experiences, affect the consumers’ sensory experience in the e-servicescape. Common product exploration procedures were investigated to gain insight into the exact SEPs. Outcomes produced a SEP-video script. A single-factor between-subjects design investigated the effects of presentation method, mediated by imagery components, on attitudinal and behavioural outcomes. Need for touch was explored as a moderator. The aim is to elucidate effects of SEP-video on customers experience in the context of online apparel shopping. A MANOVA showcased that SEP-videos trigger sensory imagery. No moderation of need for touch was found. Mediation results indicate that presentation methods influence the outcome variables through two imagery measures. Surprisingly, the direct effect of presentation method negatively influenced purchase intention. Yet, the triggered imagery shows a positive relationship with purchase intention. Sensory imagery can be triggered by SEP-videos, confirming it as a useful technique for SMEs. Results align with previous findings. The generated insights contribute to literature on sensory marketing, product presentation and imagery literature. Due to the exploratory nature of this research, ample research opportunities were identified for future pursuits.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 77 psychology
Programme:Communication Studies MSc (60713)
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