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Cited by 479Consumer Retail Behavior StudiesTechnology Adoption and User BehaviourDigital Marketing and Social Media

Research Note—Investigating the Influence of the Functional Mechanisms of Online Product Presentations

Jiang, Zhenhui, Benbasat, Izak·2007·Information Systems Research
DOI 10.1287/isre.1070.0124
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Abstract

Internet-based interactive multimedia technologies enable online firms to employ a variety of formats to present and promote their products: They can use pictures, videos, and sounds to depict products, as well as give consumers the opportunity to try out products virtually. Despite the several previous endeavors that studied the effects of different product presentation formats, the functional mechanisms underlying these presentation methods have not been investigated in a comprehensive way. This paper investigates a model showing how these functional mechanisms (namely, vividness and interactivity) influence consumers' intentions to return to a website and their intentions to purchase products. A study conducted to test this model has largely confirmed our expectations: (1) both vividness and interactivity of product presentations are the primary design features that influence the efficacy of the presentations; (2) consumers' perceptions of the diagnosticity of websites, their perceptions of the compatibility between online shopping and physical shopping, and their shopping enjoyment derived from a particular online shopping experience jointly influence consumers' attitudes toward shopping at a website; and (3) both consumers' attitudes toward products and their attitudes toward shopping at a website contribute to their intentions to purchase the products displayed on the website.

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Registry

Crossref · 10.1287/isre.1070.0124

Cites

14 of 14 references verified0 citation errors · 0 not checkable

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Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

  • Digital mediation of consumption is not new.

    “Digital mediation of consumption, as illustrated in the vignettes above, is not new.”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Jiang & Benbasat, 2007

  • Prior research has examined recommendation agents, algorithmic curation and personalization, platform governance, and the growing role of analytics in shaping firm strategy.

    “Prior research has examined recommendation agents (Jiang & Benbasat, 2007), algorithmic curation and personalization (Grewal et al., 2017), platform governance (Van Alstyne et al., 2016), and the growing role of analytics in shaping firm strategy (Rust & Huang, 2014).”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Jiang & Benbasat, 2007

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Authors
Jiang, Z., & Benbasat, I.
Affiliations
  • National University of Singapore (SG)
  • University of British Columbia (CA)
ORCID
Venue
Information Systems Research
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
2007-12
Volume
18
Issue
4
Pages
454-470
ISSN
  • 1047-7047 (ISSN-L)
  • 1526-5536
DOI
10.1287/isre.1070.0124
OpenAlex
W2146982538
Cited by
479
References
14
Citations by year
2026: 39 · 2025: 22 · 2024: 43 · 2023: 39 · 2022: 42 · 2021: 41 · 2020: 27 · 2019: 29 · 2018: 27 · 2017: 30 · 2016: 24 · 2015: 21 · 2014: 25 · 2013: 18 · 2012: 14
FWCI
18.90
Type
journal article
Language
en
Open access
closed
Locations
Information Systems Research (publishedVersion)
Funders
  • Natural Sciences and Engineering Research Council of Canada
  • Luonnontieteiden ja Tekniikan Tutkimuksen Toimikunta
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
online product presentation, vividness, interactivity, interactive multimedia, online shopping, purchase intention, revisit intention, shopping enjoyment, consumer attitudes, web design

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