1 Introduction</h5> Research has highlighted the importance of technology in providing a convincing experience of products in online shopping situations. Different product presentation formats, such as high and low quality pictures ( Jeong, Fiore, Niehm, & Lorentz, 2009 ), product rotation applications ( Jiang & Benbasat, 2007a ), and online product trial ( Jiang & Benbasat, 2007b ) have been demonstrated to make consumers experience products online in a rather realistic way, hereby influencing consumers’ product understanding ( Jiang & Benbasat, 2007a ), moods, and purchase intentions ( Jeong et al., 2009; Park, Lennon, & Stoel, 2005 ). As explanatory mechanism for the relationships between these product presentation formats and their behavioral outcomes, telepresence has been put forward as intermediate variable ( Fiore, Kim, & Lee, 2005; Mollen & Wilson, 2010 ). Referring to the experience of “being there” in a computer-mediated environment (cf. Mollen & Wilson, 2010 ), telepresence has successfully been used to explain how product presentation formats let consumers perceive products in online environments, and thereby lead to positive online product experiences ( Coyle & Thorson, 2002; Kim & Biocca, 1997; Klein, 2003; Rodríguez-Ardura & Martínez-López, in press ).</P>Despite the progress made in the research
Computers in Human Behavior – Elsevier
Published: Oct 1, 2014
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