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Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention

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Abstract

The use of imagination is a dominant strategy for consumers to form evaluations in the e-commerce environments. Online Product Presentation Videos (OPPVs) are vivid information that can facilitate consumers this task. Following the imagery fluency approach, we analyze the impact of OPPVs on consumers’ quality of product-related thoughts, ease of imagining, and responses toward the product. A series of studies combining experimental- and survey-based procedures shows that the presence and type of OPPV improves consumers’ cognitive responses and facilitates imagination about the product, which becomes a strong determinant of attitude and purchase intention. We also control for the OPPV’s trustworthiness to isolate the effects of the content characteristics of video. Moreover, we consider the moderating role of the consumer’s motivation to process information. The results demonstrate that high and low motivated consumers use their imagination differently. In addition, when OPPVs are featured by the brand, ease of imagining does not relate to purchase intention.

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Notes

  1. Sample versus sample.

  2. At the time the research was carried out, smartphones were at an early introductory stage in the focal market. Participants were not yet knowledgeable of all the characteristics and functionalities of smartphones in general, such as touchscreen, Internet navigation, or GPS functions. Therefore, this uncertainty about the use of a new product is also likely to prompt the use of imagination as a strategy to evaluate the product [2].

  3. The data of the pretests can be requested from the authors.

  4. Although stated otherwise, all the 95% bias-corrected Confidence Intervals were performed using 5,000 bootstrap samples.

  5. The results of an additional study, not reported in this paper, confirmed that the animated OPPV was perceived as more emotionally stimulating and technologically vivid than the factual OPPV; whereas the factual OPPV was perceived as more proximate (concrete, clear, and realistic) than the animated OPPV. In fact, proximity mediated the impact of the type of OPPV on the participants’ thought quality, regardless of their NFC.

  6. ATTCOGN: α = 0.80, 71.76% of explained variance; ATTAFF: α = 0.78, 69.13% of explained variance.

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Correspondence to Carlos Orús.

Appendices

Appendix 1: socio-demographic data from empirical studies

 

Pilot study

Study 1

Study 2a

Study 2b

N

66

76

130

97

Sex (% male)

46

50

42

45

Age

    

 18–21 years old

68.2%

66.2%

58.8%

67.0%

 22–25 years old

13.8%

20.3%

27.5%

17.5%

 26–30 years old

8%

13.5%

13.7%

15.5%

>5 years of internet use experience

86.4%

85.1%

87.7%

78.9%

Online purchases in the past 12 months

69.7%

71.6%

70.8%

61.7%

Appendix 2

See Table 9.

Table 9 Pretest: vividness and information quality of OPPV versus no-OPPV condition in study 1

Appendix 3: measurement instruments and scales validation

3.1 Scales validation

Firstly, an exploratory analysis of data was carried out in order to detect outliers and missing cases. Following the procedures proposed by Hair et al. [38], no outlier data were detected. In addition, given the few number of missing data, the imputation criterion was used to replace missing values for the average of the validated data.

Regarding the scales’ reliability and internal consistency, the Cronbach’s alphas were calculated [24], considering a cut-off minimum value of 0.7 [67], and of 0.3 for item-total correlations [68]. In addition, the scales’ dimensionality was evaluated by means of principal component analysis [38]. Separate factorial analyses, with principal components and Varimax rotation, were conducted. The KMO test and Barlett test of sphericity confirmed the adequacy of the principal components method to determine the unidimensionality of the scales. Moreover, the factorial loadings were required to be greater than 0.5, with a total explained variance higher than 0.6 [38]. Content validity was also confirmed because of the rigor employed to design the scales. A scale’s content is valid if it results from existing theories in relevant literature [8, 10, 66, 69, 100, 103] (see Table 10).

Table 10 Definitions of constructs and measurement instruments

See Tables 11 and 12.

Table 11 Reliability of the Scales
Table 12 Unidimensionality of the scales

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Orús, C., Gurrea, R. & Flavián, C. Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention. Electron Commer Res 17, 661–700 (2017). https://doi.org/10.1007/s10660-016-9250-7

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