Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
The influence of product integration on online advertising effectiveness
Electronic Commerce Research and Applications
Information Systems Research
Interactive or interruptive? Instant messaging at work
Decision Support Systems
Computers in Human Behavior
Electronic Commerce Research and Applications
Effects of product learning aids on the breadth and depth of recall
Decision Support Systems
Predicting users' return to virtual worlds: a social perspective
Information Systems Journal
Information and Management
Electronic Commerce Research and Applications
Examining the impact of rich media on consumer willingness to pay in online stores
Electronic Commerce Research and Applications
Information Technology and Management
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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.