Document Type
Article
Abstract
The objective of this study is to conduct an investigation on the five conditions of product presentations which are (1) a female presenter with positive facial expression, (2) a female presenter without facial expression, (3) a male presenter with positive facial expression, (4) a male presenter without facial expression, and (5) product presentation without a presenter. The factors of interest include (1) trust, (2) fixation, (3) purchase intention, and also (4) gender of buyers. This study uses data collected from experiments conducted in Chulalongkorn Business School research unit. The instruments used in the experiments include (1) five websites of a hotel with five different conditions of product presentation, (2) questionnaires to collect trust and purchase intention, and (3) Mirametrix S2 Eye Tracker to collect fixation duration. Analysis results from data collected from 150 samples indicate that there is significant effect of using human presenter toward trust, especially when respondents are females. However, there are no significant differences of purchase intention and no significant differences of fixation duration for each of the five conditions of product presentation.
Recommended Citation
Amnakmanee, Timaporn and Rattanawicha, Pimmanee, "Effect Of Using Human Images In Product Presentation Of E-Commerce Website On Trust Fixation And Purchase Intention" (2015). ICEB 2015 Proceedings (Hong Kong, SAR China). 50.
https://aisel.aisnet.org/iceb2015/50