Multi-sensory matters: How to Increase Online Purchase Intention for Experience Goods
Master thesis
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Date
2021Metadata
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- Master of Science [1622]
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
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021