Document Type
Article
Source of Publication
Frontiers in Psychology
Publication Date
2-20-2020
Abstract
© Copyright © 2020 Wu, Wang, Liu and Shin. The main objective of this study was to investigate how and when online product presentation influences individual purchase intention of wearable devices in China. This study hypothesized that online product presentation would influence individual mental imagery, which, in turn, would impact purchase intention through perceived social risk and positive emotion, but this effect would be moderated by individualism–collectivism value at the individual level. We performed a laboratory experiment (2 × 2) to collect the data (N = 254). The experimental results indicated that there was a significant interaction effect between the product feature presentation video and usage scenario presentation picture on mental imagery. In addition to a direct effect, mental imagery had an indirect effect on purchase intention through perceived social risk and positive emotion. Additionally, the behavioral effect of perceived social risk was moderated by individualism–collectivism. Specifically, compared with individualists, perceived social risk had a stronger impact on collectivists’ purchase intention. This study contributes to a greater understanding of the mechanism through which online product presentation drives purchase intention, with a particular emphasis on how individualism–collectivism value at the individual level moderates consumers’ intention to purchase wearable devices.
DOI Link
ISSN
Publisher
Frontiers Media S.A.
Volume
11
First Page
56
Disciplines
Social and Behavioral Sciences
Keywords
individualism–collectivism, mental imagery, online product presentation, perceived social risk, positive emotion, wearable device
Scopus ID
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Wu, Jinnan; Wang, Fang; Liu, Lin; and Shin, Donghee, "Effect of Online Product Presentation on the Purchase Intention of Wearable Devices: The Role of Mental Imagery and Individualism–Collectivism" (2020). All Works. 1400.
https://zuscholars.zu.ac.ae/works/1400
Indexed in Scopus
yes
Open Access
yes
Open Access Type
Gold: This publication is openly available in an open access journal/series