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Effects of visual and textual information in online product presentations: looking for the best combination in website design

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  • Carlos Flavián Blanco
  • Raquel Gurrea Sarasa
  • Carlos Orús Sanclemente

Abstract

Online product presentation constitutes a key challenge for marketers and designers who want to satisfy consumers’ needs. Visual and textual product information affect recognition and knowledge about the product. This research examines whether the presence (vs absence) of a product image and textual information in a schematic mode (vs paragraph mode) affect users’ recall and perceptions of the quality of the electronic products’ information. The moderating role of user's familiarity with the website and product also may play a role; the evolution of these variables likely will determine trends in e-commerce research. The results show that a schematic display of textual information improves perceptions of information quality. When a picture of the product appears together with textual information, users remember more information and consider it easier to remember if that information appears schematically. However, without a product picture, users allocate more resources to process paragraph information and therefore recall more information and perceive it as easier to recall. The degrees of familiarity also have important directional effects on these relationships.

Suggested Citation

  • Carlos Flavián Blanco & Raquel Gurrea Sarasa & Carlos Orús Sanclemente, 2010. "Effects of visual and textual information in online product presentations: looking for the best combination in website design," European Journal of Information Systems, Taylor & Francis Journals, vol. 19(6), pages 668-686, December.
    • Handle: RePEc:taf:tjisxx:v:19:y:2010:i:6:p:668-686
    DOI: 10.1057/ejis.2010.42
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    Cited by:

    1. Dogra, Nikhil & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh & Paul, Justin, 2023. "Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Liu, Nicole Tsz Yeung & Wu, Cheng-Lung, 2023. "Assessing the effect of flight information presentation styles on the usability of airline web booking interface," Journal of Air Transport Management, Elsevier, vol. 106(C).
    3. van Esch, Patrick & Cui, Yuanyuan (Gina) & Sledge, April & Das, Gopal & Pala, Erol, 2023. "Preference for partner or servant brand roles depends on consumers’ power distance belief," Journal of Business Research, Elsevier, vol. 162(C).

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