Lim, Eric T. K.2; Tan, Chee-Wee1; Seo, Dongback3; Cyr, Dianne4; Vries, Karsten de5
1 Department of IT Management, Copenhagen Business School2 Australian Graduate School of Management3 Hansung University4 Simon Fraser University5 Rijksuniversiteit Groningen
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.
Sighci 2013 Proceedings, 2013
Main Research Area:
The 12th Annual Pre-ICIS Workshop on HCI Research in MIS, 2013
Association for Information Systems. AIS Electronic Library (AISeL)