Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/42706
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dc.titleThe effects of presentation formats and task complexity on online consumers' product understanding
dc.contributor.authorJiang, Z.
dc.contributor.authorBenbasat, I.
dc.date.accessioned2013-07-11T10:16:05Z
dc.date.available2013-07-11T10:16:05Z
dc.date.issued2007
dc.identifier.citationJiang, 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.
dc.identifier.issn02767783
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/42706
dc.description.abstractThis 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.
dc.sourceScopus
dc.subjectProduct presentation
dc.subjectProduct understanding
dc.subjectTask complexity
dc.subjectVirtual product experience
dc.typeConference Paper
dc.contributor.departmentINFORMATION SYSTEMS
dc.description.sourcetitleMIS Quarterly: Management Information Systems
dc.description.volume31
dc.description.issue3
dc.description.page475-500
dc.description.codenMISQD
dc.identifier.isiutNOT_IN_WOS
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