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Digital product presentation, information processing, need for cognition and behavioral intent in digital commerce

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  • Kim, Minjeong

Abstract

The purpose of this experimental study was to examine the effects of digital product presentation on consumer information processing and behavioral intent in apparel e-retailing contexts. The Stimulus-Organism-Response Model and Dual Coding Theory were used as theoretical frameworks. This research employed a 2 (visual: large vs. small) x 2 (verbal: concrete vs. abstract) between-subjects factorial design and included Need for Cognition as a moderator. Research findings showed that verbal stimuli which varied in concreteness of product descriptions were more effective in evoking both imagery and discursive processing than were visual stimuli which varied in sizes. Imagery processing was positively associated with behavioral intent. A significant moderating role of need for cognition was found.

Suggested Citation

  • Kim, Minjeong, 2019. "Digital product presentation, information processing, need for cognition and behavioral intent in digital commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 362-370.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:362-370
    DOI: 10.1016/j.jretconser.2018.07.011
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