TY - JOUR
T1 - The effect of 360-degree rotatable product images on purchase intention
AU - Kim, Seeun
AU - Baek, Tae Hyun
AU - Yoon, Sukki
N1 - Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2020/7
Y1 - 2020/7
N2 - In three experiments, we tested the effectiveness of 360-degree rotatable product images on retail websites. In Study 1, participants reported higher purchase intention in response to a 360-degree rotatable image than a two-dimensional static image. In Study 2, participants who were primed for cognitive busyness by writing about activities that kept them busy (vs. writing about typical daily activities) reported lower purchase intention than in Study 1. In Study 3, we found a similar effect by directly manipulating cognitive busyness: participants memorized long or short number strings while performing a shopping task. Furthermore, sensory vividness fully mediated the effect of 360-degree rotatable images on purchase intention for the less busy participants, not the highly busy participants. Theoretical and practical implications for virtual product presentation are discussed.
AB - In three experiments, we tested the effectiveness of 360-degree rotatable product images on retail websites. In Study 1, participants reported higher purchase intention in response to a 360-degree rotatable image than a two-dimensional static image. In Study 2, participants who were primed for cognitive busyness by writing about activities that kept them busy (vs. writing about typical daily activities) reported lower purchase intention than in Study 1. In Study 3, we found a similar effect by directly manipulating cognitive busyness: participants memorized long or short number strings while performing a shopping task. Furthermore, sensory vividness fully mediated the effect of 360-degree rotatable images on purchase intention for the less busy participants, not the highly busy participants. Theoretical and practical implications for virtual product presentation are discussed.
KW - 360-Degree rotatable image
KW - Cognitive busyness
KW - Retail website
KW - Sensory vividness
KW - Virtual product presentation
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U2 - 10.1016/j.jretconser.2020.102062
DO - 10.1016/j.jretconser.2020.102062
M3 - Article
AN - SCOPUS:85079421795
SN - 0969-6989
VL - 55
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102062
ER -