Investigating the Influence of the Functional Mechanisms of Online Product Presentations

Information Systems Research, Vol. 18, No. 4, pp. 454-470, 2007

33 Pages Posted: 7 May 2009 Last revised: 24 May 2009

See all articles by Zhenhui Jiang

Zhenhui Jiang

National University of Singapore (NUS) - School of Computing

Izak Benbasat

University of British Columbia (UBC) - Sauder School of Business

Date Written: May 7, 2007

Abstract

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.

Keywords: Virtual product experience, functional control, vividness, interactivity, online product presentation, electronic commerce

Suggested Citation

Jiang, Zhenhui and Benbasat, Izak, Investigating the Influence of the Functional Mechanisms of Online Product Presentations (May 7, 2007). Information Systems Research, Vol. 18, No. 4, pp. 454-470, 2007. Available at SSRN: https://ssrn.com/abstract=1400823

Zhenhui Jiang (Contact Author)

National University of Singapore (NUS) - School of Computing ( email )

3 Science Drive 2
Singapore 117543
Singapore

Izak Benbasat

University of British Columbia (UBC) - Sauder School of Business ( email )

2053 Main Mall
Vancouver, BC V6T 1Z2
Canada
604 822-8396 (Phone)

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