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Article: Enticing and engaging consumers via online product presentations: The effects of restricted interaction design

TitleEnticing and engaging consumers via online product presentations: The effects of restricted interaction design
Authors
KeywordsOnline product presentation
Online video
Online selling
Virtual product experience (VPE)
Restricted interaction
Purchase intention
Engagement
Enticement
Full interaction
Issue Date2015
Citation
Journal of Management Information Systems, 2015, v. 31, n. 4, p. 213-242 How to Cite?
AbstractCopyright © Taylor & Francis Group, LLC. This work investigates the effects of three different online product presentation formats, namely, a noninteractive video presentation and two virtual product experience (VPE) presentations (full interaction and restricted interaction), on engaging users in online product experience as well as enticing users to try products offline. The experimental results show that restricted interaction, which deprives users of part of the interactive product experience, is more enticing than both the noninteractive and fully interactive design for users with more product-class knowledge. In addition, restricted interaction is generally as good as full interaction in engaging users. Both engagement and enticement positively affect users' purchase intentions. This study contributes to the information systems literature by extending the theory in curiosity formation to the interaction design context and advocating designs for enticement. It contributes to design practice by revealing that less interactive and less costly presentations can be more effective in attracting consumers toward the products.
Persistent Identifierhttp://hdl.handle.net/10722/270361
ISSN
2023 Impact Factor: 5.9
2023 SCImago Journal Rankings: 3.070
ISI Accession Number ID

 

DC FieldValueLanguage
dc.contributor.authorYi, Cheng-
dc.contributor.authorJiang, Zhenhui Jack-
dc.contributor.authorBenbasat, Izak-
dc.date.accessioned2019-05-27T03:57:25Z-
dc.date.available2019-05-27T03:57:25Z-
dc.date.issued2015-
dc.identifier.citationJournal of Management Information Systems, 2015, v. 31, n. 4, p. 213-242-
dc.identifier.issn0742-1222-
dc.identifier.urihttp://hdl.handle.net/10722/270361-
dc.description.abstractCopyright © Taylor & Francis Group, LLC. This work investigates the effects of three different online product presentation formats, namely, a noninteractive video presentation and two virtual product experience (VPE) presentations (full interaction and restricted interaction), on engaging users in online product experience as well as enticing users to try products offline. The experimental results show that restricted interaction, which deprives users of part of the interactive product experience, is more enticing than both the noninteractive and fully interactive design for users with more product-class knowledge. In addition, restricted interaction is generally as good as full interaction in engaging users. Both engagement and enticement positively affect users' purchase intentions. This study contributes to the information systems literature by extending the theory in curiosity formation to the interaction design context and advocating designs for enticement. It contributes to design practice by revealing that less interactive and less costly presentations can be more effective in attracting consumers toward the products.-
dc.languageeng-
dc.relation.ispartofJournal of Management Information Systems-
dc.subjectOnline product presentation-
dc.subjectOnline video-
dc.subjectOnline selling-
dc.subjectVirtual product experience (VPE)-
dc.subjectRestricted interaction-
dc.subjectPurchase intention-
dc.subjectEngagement-
dc.subjectEnticement-
dc.subjectFull interaction-
dc.titleEnticing and engaging consumers via online product presentations: The effects of restricted interaction design-
dc.typeArticle-
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1080/07421222.2014.1001270-
dc.identifier.scopuseid_2-s2.0-84965106244-
dc.identifier.volume31-
dc.identifier.issue4-
dc.identifier.spage213-
dc.identifier.epage242-
dc.identifier.eissn1557-928X-
dc.identifier.isiWOS:000353145800009-
dc.identifier.issnl0742-1222-

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