The Impact of Online Product Presentation on Consumers' Perceptions: An Experimental Analysis

The Impact of Online Product Presentation on Consumers' Perceptions: An Experimental Analysis

Carlos Flavián (University of Zaragoza, Spain), Raquel Gurrea (University of Zaragoza, Spain) and Carlos Orús (University of Zaragoza, Spain)
Copyright: © 2009 |Pages: 21
DOI: 10.4018/jesma.2009070102
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Abstract

The website design and specifically the visual aspects have been revealed as key factors for achieving a successfully e-service website. This research examines the effects of the visual product presentation on online users’ perceptions. We carried out an experiment to analyze the impact of the size, the quality and the movement of the product picture on the perceived usability, satisfaction and purchase intention of users. We also analyzed the moderating role of user experience and product familiarity. The results suggest the importance of visual aspects, emphasizing the quality of the picture as the most salient factor. This study also indicates that users’ satisfaction is influenced to a great extent by these attributes.

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