The influence of online product presentation videos on persuasion and purchase channel preference: The role of imagery fluency and need for touch

Abstract

The lack of physical contact between products and consumer represents a key characteristic of online environments that can influence consumer’s purchase behavior. In an effort to offer a close experience with the product, websites usually present vivid information in order to convince consumers about the goodness of their products. Vivid information is likely to prompt different aspects of the purchase process, like reduced feelings of uncertainty or a higher need for physical information. The goal of this research is twofold: first, we analyze how the presence and type of vivid information, in the form of product presentation videos (PPVs), affects consumers’ attitudes and purchase intentions toward the product. Furthermore, we examine how the perceived ease of imagining the product evoked by vivid information mediates these effects. Second, we propose that individual differences, related to the consumer’s need of touching products, determine the impact of vivid information on the preferences toward the purchase channel (online or offline). The results of an experiment, which manipulated the presence and the style of PPVs, support the importance of vivid information in order to favor consumers’ attitudes and purchase intentions, as well as to influence the relative preference for the purchase channel. Additionally, message and consumer characteristics are found as important factors that affect these relationships.