Abstract
The purpose of this experimental study was to examine the effects of digital product presentation on consumer information processing and behavioral intent in apparel e-retailing contexts. The Stimulus-Organism-Response Model and Dual Coding Theory were used as theoretical frameworks. This research employed a 2 (visual: large vs. small) x 2 (verbal: concrete vs. abstract) between-subjects factorial design and included Need for Cognition as a moderator. Research findings showed that verbal stimuli which varied in concreteness of product descriptions were more effective in evoking both imagery and discursive processing than were visual stimuli which varied in sizes. Imagery processing was positively associated with behavioral intent. A significant moderating role of need for cognition was found.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
