The Effects of Online Product Presentations on Purchase Intention

The effects of different online product presentations (OPP) on customers' purchase intention are explored in this paper. Two kinds of online product presentations are mentioned to influence purchase intention, including interaction presentation design and non-interaction presentation design. Besides, engagement is introduced to explore the direct effects of OPP on attracting customers to purchase specific products. And enticement is introduced to evaluate whether the OPP would drive customers to physical stores to experience the physical product and make a purchase decision. Results of a study of 255 participants show that a higher interaction product presentation design would lead to higher customers' engagement and enticement, and both of them are positively associated with purchase intention. Besides, this study provides support for the hypothesis that price sensitivity plays the mediating role between the relationship of engagement and enticement.