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

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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.
    Original languageEnglish
    Title of host publicationSIGHCI 2013 Proceedings
    Number of pages5
    Place of PublicationAtlanta, GA
    PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
    Publication date2013
    Article numberPaper 5
    Publication statusPublished - 2013
    EventThe 12th Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2013 - Milan, Italy
    Duration: 15 Dec 201315 Dec 2013
    Conference number: 12


    ConferenceThe 12th Annual Pre-ICIS Workshop on HCI Research in MIS. SIGCHI 2013
    Internet address

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