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