Do Interactivity and Vividness impact Objective and Subjective Claims of Online Product Presentation?

摘要

This paper investigates the impacts of interactivity and vividness on objective claims and subjective claims of product presentations, which in turn impact online consumer's behavior. Employing an empirical study, we found that interactivity impacts objective claims and vividness impacts subjective claims. Going forward, we have found support for the impacts of objective claims and subjective claims on consumer behavior. Specifically, objective claims impacts a consumer's perceived risk and attitude toward the online product presentation, whereas subjective claims impacts a consumer's perceived risk, attitude and purchase intention.