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Volume 18 / Issue 10

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DOI:   10.3217/jucs-018-10-1323


Product Presentation Strategy for Online Customers

Marija Jovic (University of Belgrade, Serbia)

Dusan Milutinovic (Hemofarm Group, Serbia)

Anton Kos (University of Ljubljana, Slovenia)

Saso Tomazic (University of Ljubljana, Slovenia)

Abstract: This paper deals with customers' behavior in an online environment. The major hypothesis of this paper is that different online product presentation strategies have a different impact on the customer's choice and that this impact can be measured. The research was conducted using an experimental method based on 6 product groups of 8 products per group. The products were presented with different combinations of several audio and visual elements: text, picture, video, animation, speech, special sound, and background music. The impact of each combination on the customer's choice was tested on a customer sample of 46 examinees. The most important conclusion is that besides text and a picture of the product, it is highly recommendable to include a video of the product in the product's online presentation. Regarding the number of multimedia elements, it is better to include more than less elements in a product presentation on the Internet, in contrast to some findings in connection with e-Learning.

Keywords: e-commerce, multimedia presentation, online product presentation

Categories: H.4.0, J.4, K.4.2, K.4.4