Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention

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

“…both online product presentation and mental imagery research by simultaneously investigating the interaction effects of two different stimuli, i.e., product feature presentation video and usage scenario presentation picture, in the context of purchasing wearable devices (a type of new high-tech product). Prior research has confirmed the role of the dynamic video and/or concrete pictures in evoking individual mental imagery (Babin and Burns, 1997;Lee and Gretzel, 2012;Wu K. et al, 2016;Orús et al, 2017). The present findings demonstrated that in addition to these accounts, an interaction effect between two stimuli also occurs, such that the imagery effect of usage scenario presentation pictures is significant only for consumers exposed to textual product feature information.…”

“…Further, this study focuses on the mechanism through which mental imagery influences the purchase intention toward wearable devices. In line with prior findings that consumers' cognitive and emotional responses are largely determined by online product presentation (Park et al, 2005;Müllerstewens et al, 2017;Orús et al, 2017), we argue that when consumers consider purchasing wearable devices, imagery processing can promote their purchase intention through two parallel psychological processes. One process motivates consumers' purchase behavior by decreasing their perceived social risk.…”

“…Third, this study extends the existing research on both mental imagery and technology adoption by demonstrating the moderating effect of individualism-collectivism at the individual level in the context of online buying of wearable devices. With the increased focus on the impact of imagery processing in consumer behavioral intention (Schlosser, 2003;Yoo et al, 2011;Overmars and Poels, 2015;Orús et al, 2017), very little is known about the conditions under which mental imagery strengthens or weakens purchase intention. The most interesting finding of this study is that mental imagery has a greater effect on purchase intention for collectivists than individualists.…”

“…Different forms of product presentation, including text, static and dynamic pictures, 3D, video, etc., have been found to create different levels of presentation vividness, which, in turn, affect consumers' attitude and purchase intention (Orús et al, 2017). This study aims to examine the interaction effect of two usually investigated presentation stimuli, i.e., the product feature presentation video and usage scenario pictures, in enhancing consumers' mental imagery.…”

“…Hence, in online shopping settings, which lack a physical product experience, it is important to present vivid and rich information about product features and/or consumption to help consumers generate mental imagery (Lee and Gretzel, 2012;Wu K. et al, 2016;Flavián et al, 2017), which can compensate for the missing sensory experience, thus promoting consumers' online purchase behavior (Park et al, 2005;Algharabat et al, 2017;Orús et al, 2017). Unlike extensive literature on the effect of online product presentation (e.g., videos, pictures, and text) on evoking mental imagery, this study aims to examine the interaction effect of different presentation stimuli.…”