Investigating online consumers’ responses to product presentation modes

Yi-Shun Wang (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)
Ching-Hsuan Yeh (Department of Information Management, National Changhua University of Education, Changhua, Taiwan)
Yu-Min Wang (Department of Information Management, National Chi Nan University, Puli, Taiwan)
Timmy H. Tseng (Department of Business Administration, Fu Jen Catholic University, New Taipei City, Taiwan)
Hsin-Hui Lin (Department of Distribution Management, National Taichung University of Science and Technology, Taichung, Taiwan)
Shinjeng Lin (Le Moyne College, Syracuse, New York, USA)
Min-Quan Xie (National Changhua University of Education, Changhua, Taiwan)

Internet Research

ISSN: 1066-2243

Publication date: 4 February 2019

Abstract

Purpose

With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical).

Design/methodology/approach

This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses.

Findings

The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types.

Originality/value

This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

Keywords

Citation

Wang, Y., Yeh, C., Wang, Y., Tseng, T., Lin, H., Lin, S. and Xie, M. (2019), "Investigating online consumers’ responses to product presentation modes", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-07-2017-0258

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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