Login | Register

The role of animated images in the website evaluation and online purchase process

Title:

The role of animated images in the website evaluation and online purchase process

Zhou, Mi (2019) The role of animated images in the website evaluation and online purchase process. Masters thesis, Concordia University.

[img]
Preview
Text (application/pdf)
Zhou_MSc_S2020.pdf - Accepted Version
1MB

Abstract

More companies, especially the electronic companies, have started to use animated images on their websites to strength the first impression of their products and services. The first objective of this study was to aim at understanding the following gap: understanding the relationship between the animated images and the purchase intention. This will be done considering two mediators: visceral emotion, website credibility. No research focuses on the impact of websites animated images considering serial mediators. The second objective was to investigate the moderating effect of the culture value on the impact of the animated images on Visceral emotion (Pleasure, arousal, dominance). The results indicate that animated images will elicit greater emotional pleasure (arousal) which will induce higher perceived website credibility, thus leading to higher purchase intention than static images on the electronic’s product pages. Emotional dominance does not seem to change when customers see animated images. In fact, people from different countries have similar emotional flow towards animated images on the electronic’s product pages and similar ones following perceived site credibility and purchase intention. The managerial implications of this study suggest
builder could focus their effort on creating animated product images instead of making two versions of images to adjust the tastes of different cultures. In both cases, electronic companies and web builders should be careful in their ethical approach to ensure they do respect individuals' rights and maintain an ethical mindset in their whole vision of their marketing strategy and application.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Zhou, Mi
Institution:Concordia University
Degree Name:M. Sc.
Program:Marketing
Date:13 December 2019
Thesis Supervisor(s):Laroche, Michel
Keywords:animated images; visceral emotion; website credibility; purchase intention; cultural value
ID Code:986196
Deposited By: Mi Zhou
Deposited On:26 Jun 2020 13:46
Last Modified:26 Jun 2020 13:46
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Downloads per month over past year

Research related to the current document (at the CORE website)
- Research related to the current document (at the CORE website)
Back to top Back to top