Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/42706
Title: The effects of presentation formats and task complexity on online consumers' product understanding
Authors: Jiang, Z. 
Benbasat, I.
Keywords: Product presentation
Product understanding
Task complexity
Virtual product experience
Issue Date: 2007
Source: Jiang, Z.,Benbasat, I. (2007). The effects of presentation formats and task complexity on online consumers' product understanding. MIS Quarterly: Management Information Systems 31 (3) : 475-500. ScholarBank@NUS Repository.
Abstract: This study assesses and compares four product presentation formats currently used online: static pictures, videos without narration, videos with narration, and virtual product experience (VPE), where consumers are able to virtually feel, touch, and try products. The effects of the four presentation formats on consumers 'product understanding as well as the moderating role of the complexity of product understanding tasks were examined in a laboratory experiment. Two constructs used to measure product understanding performance are actual product knowledge and perceived website diagnosticity (i.e., the extent to which consumers believe a website is helpful for them to understand products). The experimental results show that (1) both videos and VPE lead to higher perceived website diagnosticity than static pictures; (2) under a moderate task complexity condition, VPE and videos lead to the same level of actual product knowledge, but all are more effective than static pictures; (3) under a high task complexity condition, all four presentation formats are equally effective in terms of actual product knowledge. Moreover, the results also indicate that it is perceived website diagnosticity, not actual product knowledge, that affects the perceived usefulness of websites, which further influences consumers ' intentions to revisit the websites.
Source Title: MIS Quarterly: Management Information Systems
URI: http://scholarbank.nus.edu.sg/handle/10635/42706
ISSN: 02767783
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

43
checked on Dec 16, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.