The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch

Volume: 34, Issue: 8, Pages: 1544 - 1556
Published: Dec 1, 2017
Abstract
The lack of physical contact between products and consumer represents a key characteristic of online environments that can influence consumer’s purchase behavior. In an effort to offer a close experience with the product, websites usually present vivid information in order to convince consumers about the goodness of their products. Vivid information is likely to prompt different aspects of the purchase process, like reduced feelings of...
Paper Details
Title
The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch
Published Date
Dec 1, 2017
Volume
34
Issue
8
Pages
1544 - 1556
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