Making Online Products More Tangible: The Effect of Product Presentation Formats on Product Evaluations.

Although several studies have looked at the effects of online product presentations on consumer decision making, no study thus far has considered a potential key factor in online product evaluations: tangibility. The present study aims at filling this gap by developing and testing a model that relates different online product presentation formats to the three-dimensional concept of product tangibility. We test how the three tangibility dimensions influence perceived diagnosticity and, eventually, online purchase intentions. A between-subjects lab experiment (n = 366) was used to test the hypothesized effects of three common online product presentation formats (pictures vs. 360 spin rotation vs. virtual mirror). The results showed that out of these formats, virtual mirrors were superior in providing a sense of product tangibility, followed by the 360-spin rotation format and static pictures. Furthermore, in terms of predictive validity, two of the three tangibility dimensions significantly increased perceived diagnosticity, which, in turn, positively and strongly affected purchase intentions. Overall, our results add to previous works studying the relationships between online product presentation formats and consumer decision making. Also, they hold value for online practitioners by highlighting the potential benefits of applying technologically advanced product presentation formats such as the virtual mirror.