How Online Product Presentations Shape Online Impulse Buying: The Role of Local Presence

• In Event: Commercial Aspects of Communication and Technology

Abstract

The objective of this paper is to examine how consumers’ perceptions of product presentation technologies may affect online impulse buying. We propose a model showing that the perceived vividness and interactivity of online product presentations can generate perceptions of local presence, which refers to the sense of a product being present with a consumer in his or her own environment. Local presence, in turn, is expected to influence the urge to buy impulsively by generating both cognitive (perceived risk) and affective (product affect) responses to products. To test this model, data from a laboratory experiment (N = 212) was analyzed using a structural equation modeling approach (SEM). The results confirm our all but one of our hypotheses. The theoretical and practical implications of our results are discussed.

Authors

• Charlotte Vonkeman, VU U Amsterdam

• Tibert Verhagen, VU U Amsterdam

• Frans Feldberg, VU U Amsterdam

• Willemijn Van Dolen, U of Amsterdam