The Depiction of Individuals and Bundled Presentations in Online-Catalogues

Autor(en)

Sandra Pauser, Claus Ebster

Abstrakt

This research project tested the effect of context related bundled presentations and the depiction of individuals on the evaluation of displays in online catalogues in an online experiment employing a 2x2 randomized factorial design. Although the findings did not support the use of models in online displays, they indicated a positive effect of context related bundled presentations on product evaluation and an increase in purchase intention. Consequently, the use of context related bundled presentations in an online setting is recommended as a managerial implication in practice, which allows marketers to compete more effectively with the experiential marketing strategies used by brick and mortar retailers.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

AIMS International Journal of Management

Band

9

Seiten

211-218

ISSN

1939-7011

Publikationsdatum

2015

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/the-depiction-of-individuals-and-bundled-presentations-in-onlinecatalogues(41ee6f1e-7d75-4786-ae42-cff14b25ee0c).html