Despite the prevalence of online shopping, consumers’ hedonic experience, when shopping online, is often limited due to static product images and uninspiring product description in textual form. To this end, this study endeavors to shed light on how contemporary and widely applied online product presentation formats influence consumers’ hedonic web shopping experience. Building on the Theory of Reasoned Action (TRA), we advance a theoretical model that posits enjoyment and flow as positive indicators of consumers’ hedonic web shopping experience, which in turn affects their behavioral intents to return and purchase from an e-commerce website. Our theoretical model is then subjected to empirical validation through an experiment that distinguishes between functional (product description) and visual (product display) dimensions of online product presentation. Findings suggest that hedonic web shopping could be induced through online product presentation that exhibits interactivity, vividness and social presence.
Lim, Eric; Tan, Chee-Wee; Seo, Dongback; Cyr, Dianne; and de Vries, Karsten, "An Empirical Investigation of the Impact of Online Product Presentation on Hedonic Web Shopping" (2013). SIGHCI 2013 Proceedings. 5.