TY - JOUR
T1 - The moderating role of information load on online product presentation
AU - Li, Mengxiang
AU - Wei, Kwok-Kee
AU - Tayi, Giri Kumar
AU - Tan, Chuan-Hoo
N1 - Funding Information:
This study is fully/partial supported by the following grants: a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project No. CITYU 9041839); a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (Project No. CityU 151612); a grant from the National Natural Foundation of China (Grant No. 71331007 ); a grant from the UIC grant of University of Wollongong (Grant No. 230040565 ).
Publisher Copyright:
© 2015 Elsevier B.V. All rights reserved.
PY - 2016/6
Y1 - 2016/6
N2 - Online product presentations, which help consumers obtain product information, have an important role in shopping websites. Two major information types, visual and textual information, govern the modalities of consumers in acquiring product-related information from most online product presentations. Previous studies have debated on which of these two information types can enhance the shopping performance of consumers. However, these debates have resulted in dichotomous outcomes. In this regard, the factor(s) that contribute to such divided results must be examined. In this study, we use the level of processing theory and information load to examine the effect of online product presentations on the online shopping performance of consumers. A laboratory experiment has also been conducted. The results of data analysis show that information load has a significant moderating role on the effects of online product presentations. The experimental results show that visual-based online product presentation has a greater effect on the shopping performance of consumers in high information load condition, whereas textual-based online product presentation provides greater performance advantages in low information load condition. Finally, the implications of these findings to both academics and practitioners are discussed.
AB - Online product presentations, which help consumers obtain product information, have an important role in shopping websites. Two major information types, visual and textual information, govern the modalities of consumers in acquiring product-related information from most online product presentations. Previous studies have debated on which of these two information types can enhance the shopping performance of consumers. However, these debates have resulted in dichotomous outcomes. In this regard, the factor(s) that contribute to such divided results must be examined. In this study, we use the level of processing theory and information load to examine the effect of online product presentations on the online shopping performance of consumers. A laboratory experiment has also been conducted. The results of data analysis show that information load has a significant moderating role on the effects of online product presentations. The experimental results show that visual-based online product presentation has a greater effect on the shopping performance of consumers in high information load condition, whereas textual-based online product presentation provides greater performance advantages in low information load condition. Finally, the implications of these findings to both academics and practitioners are discussed.
KW - Online product presentations
KW - Information type
KW - Information load
KW - Level of processing
UR - http://www.scopus.com/inward/record.url?scp=84953252923&partnerID=8YFLogxK
U2 - 10.1016/j.im.2015.11.002
DO - 10.1016/j.im.2015.11.002
M3 - Journal article
AN - SCOPUS:84953252923
SN - 0378-7206
VL - 53
SP - 467
EP - 480
JO - Information and Management
JF - Information and Management
IS - 4
ER -