The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays 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

Publikationsdatum

2015

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/the-effect-of-the-depiction-of-individuals-and-contextrelated-bundled-presentations-on-the-evaluation-of-displays-in-onlinecatalogues(e1cdda7e-3112-466e-bf39-662648bade1b).html