Abstract/Summary

This research examines how online product presentation formats can impact consumers’ choice satisfaction through tactile sensations, cognitive, and affective processes in the online shopping context. To achieve the aim of the thesis, this research sets out to answer three research questions via the testing of a quantitative research model. 1. What is the effect of different online product display formats upon tactile sensations? 2. What is the relationship between tactile sensations and choice satisfaction in an online shopping context? 3. What are the factors that mediate the effect of tactile sensations upon choice satisfaction? Utilizing a hypothetico-deductive approach, the research questions are tested in a model which includes three independent variables, one final dependent variable, and two control variables. A three-way between-subjects experimental design is adopted in this research study, as participants are divided into three groups according to the online product presentation technologies (OPPTs) to which they were assigned. Three formats are included: static image, video, and interactive zoom image. The data collection is based on an online simulation selection task on a simulated website developed for this research study, and a post-task questionnaire. Correlation analysis, one way ANOVA, and structural equation modelling are applied to analyse the data. Contributions from this study include theoretical contributions, contributions to practice and methodological contributions. The research offers meaningful contributions to the literature on sensory marketing, recent online product display technologies, and media richness. This contribution is crucial in order to make the online shopping experience more tangible, and to increase consumers’ satisfaction and confidence with their online choices. The theoretical contribution involves extending a theoretical understanding of the relationship between tactile sensations and choice satisfaction. This research adds a new validated model of the relationship between tactile sensations and choice satisfaction to existing knowledge. This research contributes to practice, as it provides online clothing retailers with evidence of the benefits of employing advanced online product presentation technologies (OPPTs), such as videos and interactive zoom images. These formats are found to allow consumers to experience greater tactile sensations compared to the static image. Also, it has been found that a video and an interactive zoom image can allow consumers to have a greater affective experience compared to a static image. Further, an interactive zoom image can allow consumers to experience lower cognitive effort compared to a video.