o n l i n e & o f f l i n e p u r c h a s e i n t e n t i o n
The Case of Verbal, Visual, and Social Elements on the Apparel Product Page
1.INTRODUCTION
2.THEORETICAL BACKGROUND
3.CONCEPTUAL MODEL
4.METHODOLOGY
5.RESULTS
6.DISCUSSION
7.LIMITATIONS & FUTURE RESEARCH
Overview
Introduction
O n l i n e & O f f l i n e P I
Research focus
o Apparel category is different from most other categories
o Is it money well spent to implement these element levels?
Importance?
o Application of existing product page elements research on apparel multichannel purchases
o Which factors, or combination of factors, affect purchase intention?
o How do social aspects affect this effect?
o Firms have greater success when they market to consumers from more than one channel (Rangaswamy & Bruggen, 2005).
THE ONLINE AND OFFLINE SHOPPING CHANNELS
o Usage…dictated by the individual’s consumer attitude (Rohm & Swaminathan, 2014).
o Hedonic & utilitarian consumption (Batra & Ahtola, 1990).
o Sarkar (2011): Utilitarian…inflates perceived benefits of online, but also increases perceived risks. Hedonic deflates benefits.
o Levin et al. (2005): Offline environment dominates in experience & delivery attributes. Online is aligned with search tasks.
Theoretical background (1/3)
O n l i n e & O f f l i n e P I
o Information, entertainment, social, and sensory experiences… (Bleier et al., 2018)
DESIGN ELEMENTS
o Search vs experiential goods (Klein, 1998) o Make online more like offline
o Product page touchpoints that lead to purchase (Bleier et al., 2018) o Shopping is often a social activity (Dennis et al., 2010)
CONSUMER EXPERIENCE
Theoretical background (2/3)
O n l i n e & O f f l i n e P I
o Online* and offline purchase intention DEPENDENT VARIABLES
Theoretical background (3/3)
O n l i n e & O f f l i n e P I INDEPENDENT VARIABLES MODERATOR o Verbal elements* o Visual elements*o Social element (Rose et al. 2012)
CONTROL VARIABLES
o Age, gender, status
o Price consciousness (Konus et al., 2008)
o Experience dimensions* o Informative-ness* (Rose et
al., 2012; Rohm & Swaminathan, 2004)
o Relevance
Conceptual model
o Quantitative data collection o Survey experiment; Likert scale (1 to 5) o 8 conditions (dependent on gender) o Construct measures
o Items based on previous research
o Measuring purchase
intention
o “I would purchase this
product from the
online[/offline] store.”
O n l i n e & O f f l i n e P I
Methodology
Example:
Low /Low /No social vs High/High/Social
O n l i n e & O f f l i n e P I
Methodology
o Sample
o Size: 136 => 116
o Slightly diversified in age, not really for others…
o Validation
o Cronbach’s alpha = 0.677 (almost 0.7) o Pearson’s correlation
o ED1 & ED2 averaged together o PI3 disregarded
o All other significant correlations
Conceptual model
Results
O n l i n e & O f f l i n e P I
o Allows for prediction of DV based on multitude of IVs
o Able to evaluate different models (thus, any changes)
Hierarchical multiple regression
> Why?
Models
1). Main variables + demographics
2). Adds control variables (other IVs)
O n l i n e & O f f l i n e P I
Results - Offline
o Supported
o None of main variables o Product relevance (+) o Enough information (+)
Discussion
O n l i n e & O f f l i n e P I
ONLINE
OFFLINE
o Verbal element
o Compared to a single image, different product angle shots & a video
increases PI
o Product relevance
o Relevance of the product seen increases PI
o Ability to evaluate
o Being able to evaluate quality of the product increases PI
o Information provided
o Liking amount of information increases PI
o Product relevance
o Effect is smaller
o Information provided
o Effect is smaller
o Testing/touching the product
Limitations & Recommendations
MORE VARIABLES
SAMPLE SIZE EXPERIMENTAL DESIGN RETURN INFO
o Too small, not diverse enough
o Account for diversity in age, profession, gender
O n l i n e & O f f l i n e P I
o More clothing items o Simulate actual shopping page o No found significant effect on purchase o Due to failure of noticing?
o Only had 2 main IVs o Possible DVs:
