Opening book details…
Can I read Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing on EtoBox?
Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing by Liu Fan; Yawei Wang; Jian Mou is a Business, Management and Accounting article available to read on EtoBox.
What is Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing about?
Our study examines the impact of product information presentation on consumers' purchase intention through information processing (i.e., utilitarian and hedonic browsing) in the context of digital content marketing. This study initially confirms that the combination of social-oriented text with concrete images as well as task-oriented text with abstract images yield higher congruence since verbal and visual product information presentation are under the same construable level. Given this, we have conducted an experiment with a 2 (product information presentation: social-oriented text with concrete image vs. task-oriented text with abstract image) × 2 (product type: search product vs. experience product) × 2 (gender: females vs. males) (N = 202) between-subjects design. The results reveal that social-oriented text with concrete images encourages consumers to generate more hedonic browsing, thereby, higher purchase intention. These effects are contingent on the product type and gender, where females exhibit a greater intention to buy experience products when product information is presented in social-oriented text with concrete imagery compared to task-oriented text with abstract ima
Who reads Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Liu Fan; Yawei Wang; Jian Mou
- Publisher
- Elsevier BV
- Published
- 2024
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)