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The effects of visual and verbal information on attitudes and purchase intentions in internet shopping

The effects of visual and verbal information on attitudes and purchase intentions in internet... The present study investigated how different product presentation formats (visual vs. verbal) influence consumer attitudes toward product and purchase intentions in Internet shopping. The overall results from two Web experiments simulating Internet apparel shopping showed that both visual and verbal information had significant effects on affective and cognitive attitudes toward apparel products, but only verbal information had a significant effect on purchase intention. Though the superiority of visual information was predicted based on prior literature, the results of the study supported verbal superiority. This finding provides an important implication for Internet retailers who tend to pay more attention to visual product presentation. Although visual product presentation is also found to be important, detailed product descriptions are critical to positively influence consumer shopping experience in Internet shopping. © 2008 Wiley Periodicals, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

The effects of visual and verbal information on attitudes and purchase intentions in internet shopping

Psychology & Marketing , Volume 25 (2) – Feb 1, 2008

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Publisher
Wiley
Copyright
© 2008 Wiley Periodicals, Inc.
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20204
Publisher site
See Article on Publisher Site

Abstract

The present study investigated how different product presentation formats (visual vs. verbal) influence consumer attitudes toward product and purchase intentions in Internet shopping. The overall results from two Web experiments simulating Internet apparel shopping showed that both visual and verbal information had significant effects on affective and cognitive attitudes toward apparel products, but only verbal information had a significant effect on purchase intention. Though the superiority of visual information was predicted based on prior literature, the results of the study supported verbal superiority. This finding provides an important implication for Internet retailers who tend to pay more attention to visual product presentation. Although visual product presentation is also found to be important, detailed product descriptions are critical to positively influence consumer shopping experience in Internet shopping. © 2008 Wiley Periodicals, Inc.

Journal

Psychology & MarketingWiley

Published: Feb 1, 2008

References