Multi-sensory matters: How to Increase Online Purchase Intention for Experience Goods

Abstract

The present research study focuses on the effects of textual and visual website attributes on customers’ purchasing intention for experience products that require a smell-sensory experience (i.e., fragrances). Additionally, we evaluated the possible mediating effect that perceived diagnosticity might have on purchase intention, which in turn allowed us to determine whether perceived diagnosticity varies when modifying website attributes. A pretest was conducted to determine the effectiveness of visual (darker vs. brighter background color) and textual (rational vs. emotional) attributes’ manipulation. The main study was aimed at analyzing whether visual and textual attributes resulted in an increase in perceived diagnosticity, and, in turn, an increase in customer purchase intention. The latter study was designed as a 2 (rational vs. emotional textual appeal) x 2 (dark vs. bright background color) x 2 (angular vs. round background shape) factorial experiment including a control group. Results provide evidence about the positive existing relationship between perceived diagnosticity and purchase intention. Findings also indicate that visual attributes do not necessarily have an effect on perceived diagnosticity, whereas textual attributes do. Based on the premise that perceived diagnosticity correlates positively with purchase intention, we can state that textual attributes lead to an increase in purchase intention. Explorative analysis’ results also indicated that certain combinations of website attributes contribute to an increase in perceived diagnosticity, which in turn leads to an increase in purchase intention. More specifically, the combination of emotional appeal, bright background color and angular background shape led to the greatest perceived diagnosticity. The findings have important implications for the management of E-commerce and online retailers. Thus, the current paper is of interest as it suggests an optimal combination of website attributes that results in an increase in purchase intention. Keywords: Purchase intention, perceived diagnosticity, perceived odor intensity, website attributes, visual website attributes, textual website attributes, experience products