Electronic Resource

Article - Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention Vol. & Hal.: Vol. 254, Art. 109280, Hal. 1–12

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With the popularity of e-commerce, consumers purchase durable products online more frequently. In order to
effectively communicate information about products, various product presentation formats have been developed
(e.g., 3D views, 360-degree rotatable views, and enlarged pictures). This study focuses on the usage of exploded
view in digital product presentation. Exploded view clearly shows what technical components are included in a
product, where these components are positioned, and how these technical components are assembled. Seeing
internal components could facilitate consumers processing of product function and attributes, but it might be
overwhelming for consumer processing. To understand how exploded view influences consumer processing, this
study investigates the influence of product function description (concrete vs. abstract) and product view (normal
vs. exploded view) on consumers’ comprehension, attitude and purchase intention. Drawing on construct-level
theory, we expect the construal congruence between product view and textual description makes positive effects.
Through two controlled experiments (N = 815), results demonstrate that the influence of product view changes
with abstractness of description. When processing concrete product descriptions, participants’ imagery vividness
was facilitated by exploded view, which further led to enhanced comprehension, improved attitude and higher
purchased intention. When encountering abstract product descriptions, normal product view led to higher

comprehension and attitude. Mental imagery vividness mediated the interaction influence between textual de-
scriptions and pictorial views. These results provide guidelines for marketers’ effective usage of exploded views

in e-commerce contexts.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.834 CHEN s

Penerbit

: Elsevier Academic Press.,

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

1873-5509

Klasifikasi

658.834 CHEN s

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. & Hal.: Vol. 254, Art. 109280, Hal. 1–12

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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