One Vs. Many: who wins? An empirical investigation of online product display

Abstract

This study questions the unharmonious ways of product displays in online grocery retailing and aims to find if visual complexity of the product display has any impact on behavioral outcomes of online grocery shoppers. Our main finding was that visually complex images, i.e. images with a high number of elements have a negative effect on affective and cognitive states resulting in decreased behavioral intentions. However, when the number of elements in the product display was decreased, i.e. the visual complexity of the product display was reduced, shoppers' cognitive and affective responses and intentions were similar to when they were exposed to noncomplex images. We also found that arousal and pleasure (parallel mediators) absorption, telepresence, utilitarian and hedonic values and perceived ease of use (serial mediators) mediate the effect that the product display has on behavioral intentions. ARTICLE HISTORY

Antecedents and moderators of consumer adoption toward AR‐enhanced virtual try‐on technology: A stimulus‐organism‐response approach

“…Consistently, Fiore and Kim (2007) argued that consumers’ internal intermediary states that involve their feelings and perceptual processes can have significant impacts on the extent to which consumers identify utilitarian and hedonic values. For example, previous researchers found a significant impact of cognitive and affective state (e.g., telepresence, absorption, arousal) on value perceptions in the virtual shopping environment based on the SOR framework, suggesting that the internal organism is comprehensive in nature (Jang et al., 2019; Kolesova & Singh, 2019). Similarly, researchers found an individual's immersive state in AR to be important in understanding consumers’ value (outcome) perceptions, derived from the use of the technology (Lavoye et al., 2021; Romano et al., 2020).…”

“…In the SOR framework, stimuli, which are external factors capable of waking up or promoting human actions, are suggested to influence consumers’ psychologic states and responses through consumers’ processing of relevant and unique features (Mehrabian & Russell, 1974). In previous studies of technology adoption using SOR, technology (system) attributes were found to be key stimulus factors that induce consumers’ immersive experiences and subsequently consumers’ perceptions of shopping values through the fluent processing of the stimuli (Do et al., 2020; Kolesova & Singh, 2019; Liu et al., 2018). Similarly, previous researchers argued that the stimulating experience of trying VR/AR technology features taps individuals’ desired value, derived from their positive and immersive experience (Fiore et al., 2005; Kolesova & Singh, 2019).…”

“…In previous studies of technology adoption using SOR, technology (system) attributes were found to be key stimulus factors that induce consumers’ immersive experiences and subsequently consumers’ perceptions of shopping values through the fluent processing of the stimuli (Do et al., 2020; Kolesova & Singh, 2019; Liu et al., 2018). Similarly, previous researchers argued that the stimulating experience of trying VR/AR technology features taps individuals’ desired value, derived from their positive and immersive experience (Fiore et al., 2005; Kolesova & Singh, 2019). For example, in their study of mobile AR‐enhanced App (Do et al., 2020) and mixed reality App (Bae et al., 2020), technology attributes of graphic simulation technology (e.g., perceived interactivity, vividness) were found to induce immersive experiences such as telepresence.…”

“…Similarly, researchers argued that perceived value (i.e., utilitarian and hedonic values) related to AR shopping experiences can be accentuated through cognitive and affective processes of the organism during shopping through the lens of the SOR framework (Nikhashemi et al., 2021; Qin et al., 2021). In the previous literature on immersive VR/AR technology, researchers found telepresence to play a significant intermediating role between technological properties (e.g., Image interactivity technology [IIT], 3D product display, augmentation quality) and consumers’ value perceptions, attitudes, and behaviors (Kolesova & Singh, 2019; Suh & Prophet, 2018). Researchers also supported positive effects of telepresence on consumers’ perceived utilitarian and hedonic values (Hou et al., 2019; Richter & Raska, 2017).…”

“…Consumers’ shopping experiences are integrative in nature, encompassing cognitive and affective processing (Baytar et al., 2020; Fiore & Kim, 2007). In the VR/AR literature, researchers argued that technology attributes that are derived from the unique technologic structure and interactive properties of technology can explain consumers’ cognitive and affective experiences and subsequent technology use (adoption) behavior (Do et al., 2020; Kolesova & Singh, 2019; Zhao et al., 2020). From the perspective of the stimulus–organism–response (SOR) framework (Mehrabian & Russell, 1974), technology attributes can serve as the environmental stimuli that affect consumers’ internal cognition and emotional state and subsequent approach (e.g., adoption/use) behavior (Bae et al., 2020; Do et al., 2020).…”