Abstract

Although Internet retailing has become part of mainstream commerce, there is still lack of web-interface design strategies as a function of price of product, complexity of product, and personal involvement of consumer with the product. Different types of products require different aspects of information and environment as demanded by consumers; thus, it is imperative for retailers to appropriately tailor their online presentation of products. Drawing from the elaboration likelihood model (ELM), we intend to investigate the effectiveness of peripheral-cue dominated interfaces, balanced-cue dominated interfaces, and central-cue dominated interfaces on consumer purchase intentions. Our initial analyses provide support for the contention that the role of website cues (peripheral and central) on the consumer varies by the type of product. Our findings have implications for research and practice. We intend to provide greater insights into our results in our presentation at the conference.

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