Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention
Abstract
The use of imagination is a dominant strategy for consumers to form evaluations in the e-commerce environments. Online Product Presentation Videos (OPPVs) are vivid information that can facilitate consumers this task. Following the imagery fluency approach, we analyze the impact of OPPVs on consumers’ quality of product-related thoughts, ease of imagining, and responses toward the product. A series of studies combining experimental- and...
Paper Details
Title
Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention
Published Date
Dec 23, 2016
Journal
Volume
17
Issue
4
Pages
661 - 700
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