Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention

Abstract

PurposeThis paper examines in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered.Design/methodology/approachA sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLS-SEM). To measure implicit information processing, a single category implicit association test was applied.FindingsBy applying the storytelling technique with parallax scrolling, the online shop increased visitors' UX on explicit and implicit information processing levels and increased the online shop's overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers' minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects of UX on brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered.Originality/valueScience and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures.

Roles and Research Trends of Neuroscience on Major Information Systems Journal: A Bibliometric and Content Analysis

“…On the other hand, some studies have used statistical methods and consumer neuroscience theories to take the perspective of technology and trust. For example, Karampournioti and Wiedmann (2021) used Parallax technology to determine how stories affect the user experience in online stores and variables related to branding and behavior. By applying parallax scrolling storytelling techniques, the online store improved the user experience of visitors at both the explicit and implicit information processing levels and enhanced the overall perceived appeal of the online store.…”

“…From the perspective of keywords, the most important three clusters are “cognition and behavior,” “research methodologies and tools,” and “research agenda and potential directions.” In addition, many studies have examined the topics of task (e.g., Kim et al, 2015 ; Cheung et al, 2017 ; Ahn et al, 2018 ; Browne and Walden, 2020 ), trust ( Dimoka, 2010 ; de Guinea et al, 2014 ; Karampournioti and Wiedmann, 2021 ), validity ( Twyman et al, 2014a , b ; Moody and Galletta, 2015 ), and working memory ( Li et al, 2014 ; Berget and Sandnes, 2016 ; Jenkins et al, 2016 ), which may still be hot topics for future research.…”

“…First, from the perspective of the development of research trends, under the prospect of more and more interdisciplinary integration perspective, apart from the traditional investigation and experiment methods, the research on online purchase has become a new research channel to explore technology adoption, purchase behavior and consumer intention through the tools of neuroscience in major NeuroIS studies. It can also improve consumers’ purchase intention to determine the influence of purchase behavior by studying buyers’ experiences or decision-making ( Xu et al, 2020 ; Karampournioti and Wiedmann, 2021 ).…”

The Positive Role of Attitude Toward of Vendor in Mediating the Relationship Between Vendor Cognition and Advertise Cognition on Vendor Usage Intention

“…Consumers will be more attracted to an advertisement when the advertisement is packaged creatively by marketers (Sari et al, 2020). The creativity of an advertisement in creating content, such as in the form of storytelling, can attract consumers' interest (Karampournioti & Wiedmann, 2021).…”

“…Consumer trust and familiarity can be formed when an informative advertisement about the product quality of a brand and generate product purchase intentions (Copeland et al, 2020). The technique of creating emotional content in the form of storytelling can be applied by online marketers to increase the attractiveness of consumers to visit and have an impact on consumers' positive attitudes in the form of willingness to pay higher prices (Karampournioti & Wiedmann, 2021). Research in Malaysia states that informative social media advertising has a significant relationship with the intention to use Islamic banking products (Mohd Thas Thaker et al, 2021).…”