Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism

Abstract

The main objective of this study was to investigate how and when online product presentation influences individual purchase intention of wearable devices in China. This study hypothesized that online product presentation would influence individual mental imagery, which, in turn, would impact purchase intention through perceived social risk and positive emotion, but this effect would be moderated by individualismcollectivism value at the individual level. We performed a laboratory experiment (2 × 2) to collect the data (N = 254). The experimental results indicated that there was a significant interaction effect between the product feature presentation video and usage scenario presentation picture on mental imagery. In addition to a direct effect, mental imagery had an indirect effect on purchase intention through perceived social risk and positive emotion. Additionally, the behavioral effect of perceived social risk was moderated by individualism-collectivism. Specifically, compared with individualists, perceived social risk had a stronger impact on collectivists' purchase intention. This study contributes to a greater understanding of the mechanism through which online product presentation drives purchase intention, with a particular emphasis on how individualism-collectivism value at the individual level moderates consumers' intention to purchase wearable devices.

Effects of Service Recovery Expectation and Recovery Justice on Customer Citizenship Behavior in the E-Retailing Context

“…Because e-retailers who face too many imitators and competitors in mature homogenous markets are inclined to rely more on the help and recommendations of e-shoppers (Yi and Kim, 2017;Burnham et al, 2020). Different from offline shopping, e-shoppers are lack of real-time face-to-face interaction with salespersons, and are not able to touch, smell, taste or try on tangible goods before making a purchase (Wu et al, 2020). In addition, uncertainties in logistics distribution and the shortcoming of information leaking are on the rise.…”

Effect of Product Presentation Videos on Consumers' Purchase Intention: The Role of Perceived Diagnosticity, Mental Imagery, and Product Rating

“…Mental imagery was measured with two items based on the research of Maier and Dost (2018), Yoo and Kim (2014), and modified to better reflect the context of this research, specifically "This video helps me imagine the use process of electric kettle in my mind, " "This video helps me visualize a trial of electric kettle." Purchase intention was measured with three items based on the research of Fu et al (2018) and Wu et al (2020), specifically "I expect to purchase the electric kettle, " "I would consider buying the electric kettle, " "The probability that I would buy the electric kettle is high." All variables were measured using Likert 7-level scales, where 1 means "strongly disagree" and 7 means "strongly agree.…”

“…Existing research on online product presentation videos can be divided into three categories. Studies in the first category mainly compared product presentation videos with text descriptions (Aljukhadar and Senecal, 2017 ), pictures (Park et al, 2008 ; Roggeveen et al, 2015 ; Huang et al, 2017 ; Wu et al, 2020 ; Jai et al, 2021 ), interactive images (Overmars and Poels, 2015 ), and virtual experience (Jiang and Benbasat, 2007 ; Kang et al, 2020 ; Cowan et al, 2021 ). These studies investigated the difference between the influence of product presentation videos and other presentation formats on the consumers' cognition, emotion, and behavior intention.…”

“…In addition, brand information was removed to eliminate the influence of product brand. Perceived diagnosticity was measured with three items based on the research of Kempf and Smith ( 1998 ), Jiang and Benbasat ( 2004 , 2007 ), and modified to better reflect the context of this research, specifically “This video is helpful for me to evaluate the electric kettle,” “This video is helpful in familiarizing myself with the electric kettle,” “This video is helpful for me to understand the performance of the electric kettle.” Mental imagery was measured with two items based on the research of Maier and Dost ( 2018 ), Yoo and Kim ( 2014 ), and modified to better reflect the context of this research, specifically “This video helps me imagine the use process of electric kettle in my mind,” “This video helps me visualize a trial of electric kettle.” Purchase intention was measured with three items based on the research of Fu et al ( 2018 ) and Wu et al ( 2020 ), specifically “I expect to purchase the electric kettle,” “I would consider buying the electric kettle,” “The probability that I would buy the electric kettle is high.” All variables were measured using Likert 7-level scales, where 1 means “strongly disagree” and 7 means “strongly agree.”…”

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“…Mediating role of "telepresence, mental imagery, and predicted happiness" leads to positive influence of VR on the "behavioral intention and actual purchase." Wu et al (2020) studied the effect of product presentation on purchase intention in online retailing. They conducted an experimental study and found that the way (video and text) influences mental imagery.…”