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.

ISSN

1664-1078

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

85081271279

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Gold: This publication is openly available in an open access journal/series

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