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.
|Title of host publication||SIGHCI 2013 Proceedings|
|Number of pages||5|
|Place of Publication||Atlanta, GA|
|Publisher||Association for Information Systems. AIS Electronic Library (AISeL)|
|Article number||Paper 5|
|Publication status||Published - 2013|
|Event||The 12th Annual Pre-ICIS Workshop on HCI Research in MIS - Milan, Italy|
Duration: 15 Dec 2013 → 15 Dec 2013
Conference number: 12
|Conference||The 12th Annual Pre-ICIS Workshop on HCI Research in MIS|
|Period||15/12/2013 → 15/12/2013|
Lim, E. T. K., Tan, C-W., Seo, D., Cyr, D., & Vries, K. D. (2013). An Empirical Investigation of the Impact of Online Product Presentation on Hedonic Web Shopping. In SIGHCI 2013 Proceedings [Paper 5] Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL).