An Empirical Investigation of the Impact of Online Product Presentation on Hedonic Web Shopping

Eric T. K. Lim, Chee-Wee Tan, Dongback Seo, Dianne Cyr, Karsten de Vries

    Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


    Despite the prevalence of online shopping, consumers’ hedonic experience, when shopping online, is often limited due to static product images and uninspiring product description in textual form. To this end, this study endeavors to shed light on how contemporary and widely applied online product presentation formats influence consumers’ hedonic web shopping experience. Building on the Theory of Reasoned Action (TRA), we advance a theoretical model that posits enjoyment and flow as positive indicators of consumers’ hedonic web shopping experience, which in turn affects their behavioral intents to return and purchase from an e-commerce website. Our theoretical model is then subjected to empirical validation through an experiment that distinguishes between functional (product description) and visual (product display) dimensions of online product presentation. Findings suggest that hedonic web shopping could be induced through online product presentation that exhibits interactivity, vividness and social presence.
    TitelSIGHCI 2013 Proceedings
    Antal sider5
    UdgivelsesstedAtlanta, GA
    ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
    ArtikelnummerPaper 5
    StatusUdgivet - 2013
    BegivenhedThe 12th Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2013 - Milan, Italien
    Varighed: 15 dec. 201315 dec. 2013
    Konferencens nummer: 12


    KonferenceThe 12th Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2013