The moderating role of information load on online product presentationInformation & Management

About

Authors
Mengxiang Li, Chuan-Hoo Tan, Kwok-Kee Wei, Giri Kumar Tayi
Year
2015
DOI
10.1016/j.im.2015.11.002
Subject
Information Systems and Management / Management Information Systems / Information Systems

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Text

Accepted Manuscript

Title: The moderating role of information load on online product presentation

Author: Mengxiang Li Chuan-Hoo Tan Kwok-Kee Wei Giri

Kumar Tayi

PII: S0378-7206(15)00128-7

DOI: http://dx.doi.org/doi:10.1016/j.im.2015.11.002

Reference: INFMAN 2861

To appear in: INFMAN

Received date: 12-6-2014

Revised date: 25-7-2015

Accepted date: 19-11-2015

Please cite this article as: M. Li, C.-H. Tan, K.-K. Wei, G.K. Tayi, The moderating role of information load on online product presentation, Information and Management (2015), http://dx.doi.org/10.1016/j.im.2015.11.002

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Page 1 of 52

Ac ce pte d M an us cri pt

The Moderating Role of Information Load on Online

Product Presentation

Mengxiang Li

Assistant Professor of Engineering and Information Sciences

University of Wollongong

Chuan-Hoo Tan <<Corresponding author>>

Associate Professor of Information Systems

City University of Hong Kong

Tat Chee Avenue, Kowloon Tong

Hong Kong

Tel: +852-3442-9720

Email: ch.tan@cityu.edu.hk

Kwok-Kee Wei

Chair Professor of Information Systems

City University of Hong Kong

Giri Kumar Tayi

Professor of Management Science and Information Systems

State University of New York at Albany *Title Page

Page 2 of 52

Ac ce pte d M an us cri pt

The Moderating Role of Information Load on Online

Product Presentation

Meng-Xiang Li is an assistant professor of Engineering and Information Sciences at

University of Wollongong. He has had publishing success with leading information systems journals such as Decision Support Systems and the International Journal of

Electronic Commerce. Premium international conferences are another feature in

Mengxiang’s career success to date with his articles appearing in the proceedings for the International Conference on Information Systems (ICIS) and Pacific Asia

Conference on Information Systems (PACIS). In addition to his current research and teaching expertise in electronic commerce his research interests also include consumer-based decision.

Chuan-Hoo Tan is an associate professor of Information Systems at City University of

Hong Kong. His articles have appeared in top-tier information systems conferences and journals such as MIS Quarterly, Information Systems Research, IEEE Transactions on

Engineering Management, Information & Management, and Communications of the

Association for Information Systems. His current research interests include the design and evaluation of consumer-based decision support interfaces, electronic commerce, mobile commerce as well as technology adoption and usage.

Kwok-Kee Wei is the Chair Professor of Information Systems in the College of

Business at City University of Hong Kong, and he is the Fellow of the Association of

Information Systems. His articles hav appeared in top-tier information systems conferences and journals such as MIS Quarterly, Information Systems Research,

Journal of Management Information Systems, and Information & Management. His current research area includes knowledge management systems, human-computer interaction, innovation adoption and management, and electronic commerce.

Giri Kumar Tayi is a Professor of Management Science and Information Systems at the State University of New York at Albany. He has published over 45 refereed journal articles, has over 50 conference proceedings and presentations and several book chapters covering the above three fields. Many of the articles appear in top-tier academic journals such as Operations Research, Management Science, MIS Quarterly,

IEEE Transactions, Networks, Naval Research Logistics, EJOR, Journal of

Combinatorial Optimization, INFORMS Journal of Computing, Journal of Computer

Security, Government Information Quarterly, Communications of the ACM. *Biography

Page 3 of 52

Ac ce pte d M an us cri pt 1

The Moderating Role of Information Load on Online Product

Presentation

Abstract: Online product presentations, which help consumers in obtaining product information, have an important role in shopping websites. Two major information types, visual and textual information, govern the modalities of consumers in acquiring productrelated information from most online product presentations. Previous studies have debated on which of these two information types can enhance the shopping performance of consumers. However, these debates have resulted in dichotomous outcomes. In this regard, the factor(s) that contribute to such divided results must be examined. In this study, we use level of processing theory and information load to examine the effect of online product presentations on the online shopping performance of consumers. A laboratory experiment has also been conducted. The data analysis results show that information load has a significant moderating role on the effects of online product presentations. The experimental results show that visual-based online product presentation has a stronger effect on the shopping performance of consumers in high information load condition; by contrast, textual-based online product presentation provides performance advantages than visual-based product presentation in low information load condition. The implications of these findings to both academics and practitioners are discussed at the end of this paper.

Keywords: online product presentations, information type, information load, level of processing *Manuscript

Page 4 of 52

Ac ce pte d M an us cri pt 2 1 Introduction

Online product presentation is an indispensible component in most shopping websites (Yoo and Kim 2014). To facilitate the product learning processes of consumers, online merchants deliver their product information to consumers through online product presentations (Kelton et al. 2010; Zhao et al. 2009). For example, these merchants can place textual descriptions or still images of a laptop computer when delivering online product presentations to consumers (Lin et al. 2013).