Title

The effect of 360-degree rotatable product images on purchase intention

Document Type

Article

Keywords

360-Degree rotatable image; Virtual product presentation; Cognitive busyness; Sensory vividness; Retail website

Identifier Data

https://doi.org/10.1016/j.jretconser.2020.102062

Publisher

ScienceDirect

Publication Source

Journal of Retailing and Consumer Services

Abstract

In three experiments, we tested the effectiveness of 360-degree rotatable product images on retail websites. In Study 1, participants reported higher purchase intention in response to a 360-degree rotatable image than a two-dimensional static image. In Study 2, participants who were primed for cognitive busyness by writing about activities that kept them busy (vs. writing about typical daily activities) reported lower purchase intention than in Study 1. In Study 3, we found a similar effect by directly manipulating cognitive busyness: participants memorized long or short number strings while performing a shopping task. Furthermore, sensory vividness fully mediated the effect of 360-degree rotatable images on purchase intention for the less busy participants, not the highly busy participants. Theoretical and practical implications for virtual product presentation are discussed.

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