The Depiction of Individuals and Bundled Presentations in Online-Catalogues

Autor(en)
Sandra Pauser, Claus Ebster
Abstrakt

This research project tested the effect of context related bundled presentations and the depiction of individuals on the evaluation of displays in online catalogues in an online experiment employing a 2x2 randomized factorial design. Although the findings did not support the use of models in online displays, they indicated a positive effect of context related bundled presentations on product evaluation and an increase in purchase intention. Consequently, the use of context related bundled presentations in an online setting is recommended as a managerial implication in practice, which allows marketers to compete more effectively with the experiential marketing strategies used by brick and mortar retailers.

Organisation(en)
Institut für Rechnungswesen, Innovation und Strategie
Journal
AIMS International Journal of Management
Band
9
Seiten
211-218
ISSN
1939-7011
Publikationsdatum
2015
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/the-depiction-of-individuals-and-bundled-presentations-in-onlinecatalogues(41ee6f1e-7d75-4786-ae42-cff14b25ee0c).html