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The Magic of Cinemagraphs: Investigation of Different Image Formats in Online Product Presentation

2018 | International Conference on Information Systems | Citations: 0
Authors: Miao, Xiaoyu

Abstract: A cinemagraph is a special type of animation characterized by the contrast and c ... Expand

Abstract: A cinemagraph is a special type of animation characterized by the contrast and coexistence of motion and stillness due to artificial manipulation. Cinemagraphs have attracted visual artists and marketers and have been widely used in online marketing campaigns. However, the effects of cinemagraphs in online product presentations require further examination. This study plans to examine the potential effects of cinemagraphs in online product presentations by comparing them with photographs and short animations. In addition, we aimed to examine the visual processing of cinemagraphs using eye-tracking technology. Drawing on the competition for attention theory, the attention-guiding principle, and incongruity theories of curiosity, we hypothesize that these different image formats have different effects on human visual attention and product interest. We then propose a laboratory experiment to test our hypotheses. Finally, potential theoretical contributions and practical implications are discussed. Collapse

Semantic filters: competition for attention theory

Topics: web page marketing management online marketing

Methods: oculometry experiment survey laboratory experiment statistical hypothesis test

Theories: incongruity theory competition for attention theory
Can Online Wait Be Managed? The Effect of Filler Interfaces and Presentation Modes on Perceived Waiting Time Online

2012 | Management Information Systems Quarterly | Citations: 71
Authors: Lee, Younghwa; Chen, Andrew N. K.; Ilie, Virginia

Abstract: Long waits online undermine users' evaluations of Web sites and their providers, ... Expand

Abstract: Long waits online undermine users' evaluations of Web sites and their providers, triggering abandonment behaviors. Yet e-business researchers and practitioners have not perfected mechanisms to respond to online wait issues. A filler interface that runs during the wait for search results may influence online users' perceived waiting time (PWT); however, no scientific investigation has attempted to design effective filler interfaces for managing online waits. By adopting resource allocation theory, cognitive absorption theory, and human computer interaction (HCI) theories (competition for attention, visual search, and motion effect), we design diverse filler interfaces and investigate their effects on antecedents of PWT. The proposed research model considers cognitive absorption factors such as temporal dissociation, focused immersion, and heighteneden joyment as antecedents of PWT, which in turn triggers three outcomes: affective appraisals, cognitive appraisals, and Web site use intention. A multistage, multimethod approach is used to test the research hypotheses. In the first stage, we compare a filler interface condition with a no-filler interface condition, and find the superiority of a filler interface with respect to inducing focused immersion and temporal dissociation.In the second stage, we conduct two controlled experiments to examine whether filler interfaces with various designs (varying the presence and relevance of image, text, and image motion) distinctly influence antecedents of PWT and confirm their distinctive effects on focused immersion, temporal dissociation, and heighteneden joyment. In addition, by conducting a structural equation modeling analysis, we find that our research model explains 51 percent, 51 percent, 44 percent, and 45 percent of the variance in PWT, affective appraisals,cognitive appraisals, and Web site use intention respectively. Theoretical and practical implications of these findings are provided.. Collapse

Semantic filters: competition for attention theory

Topics: website cognitive absorption user interface usability usage intention

Methods: experiment ANOVA parametric test structural equation modeling psychometrics

Theories: cognitive absorption theory motion effect theory human-computer interaction theory resource allocation theory visual search theory
The Effects of Information Format and Shopping Task on Consumers' Online Shopping Behavior: A Cognitive Fit Perspective

2004 | Journal of Management Information Systems | Citations: 0
Authors: Weiyin Hong; Thong, James Y. L.; Kar Yan Tam

Abstract: A feature central to the success of e-commerce Web sites is the design of an eff ... Expand

Abstract: A feature central to the success of e-commerce Web sites is the design of an effective interface to present product information. However, the suitability of the prevalent information formats in supporting various online shopping tasks is not known. Using the cognitive fit theory as the theoretical framework, we developed a research model to investigate the fit between information format and shopping task, and examine its influence on consumers' online shopping performance and perceptions of shopping experience. The competition for attention theory from the marketing literature and the scanpath theory from vision research were employed to support the analyses. An experiment was conducted to examine the effects of two types of information formats (list versus matrix) in the context of two types of shopping tasks (searching versus browsing). The results show that when there is a match between the information format and the shopping task, consumers can search the information space more efficiently and have better recall of product information. Specifically, the list format better supports browsing tasks, and the matrix format facilitates searching tasks. However, a match between the information format and the shopping task has no effect on cognitive effort or attitude toward using the Web site. Overall, this research supports the application of the cognitive fit theory to the study of Web interface design. It also demonstrates the value in integrating findings from cognitive science and vision research to understand the processes involved. As the information format has been shown to affect consumers' online shopping behavior, even when the information content is held constant, the practical implications for Web site designers include providing both types of information format on their Web sites and matching the appropriate information format to the individual consumer's task. Collapse

Semantic filters: competition for attention theory

Topics: electronic commerce website information storage and retrieval system marketing management web page

Methods: experiment latin square design statistical hypothesis test experimental group multivariate analysis of variance

Theories: cognitive fit theory competition for attention theory cognitive attention theory scanpath theory technology acceptance model

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Found 3 articles

The Magic of Cinemagraphs: Investigation of Different Image Formats in Online Product Presentation

Can Online Wait Be Managed? The Effect of Filler Interfaces and Presentation Modes on Perceived Waiting Time Online

The Effects of Information Format and Shopping Task on Consumers' Online Shopping Behavior: A Cognitive Fit Perspective