The effect of 360-degree rotatable product images on purchase intention

Seeun Kim, Tae Hyun Baek, Sukki Yoon

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

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.

Original languageEnglish
Article number102062
JournalJournal of Retailing and Consumer Services
Volume55
DOIs
StatePublished - Jul 2020

Bibliographical note

Publisher Copyright:
© 2020 Elsevier Ltd

Keywords

  • 360-Degree rotatable image
  • Cognitive busyness
  • Retail website
  • Sensory vividness
  • Virtual product presentation

ASJC Scopus subject areas

  • Marketing

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