skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention

Internet research, 2021-11, Vol.32 (7), p.228-259 [Peer Reviewed Journal]

Evmorfia Karampournioti and Klaus-Peter Wiedmann ;Evmorfia Karampournioti and Klaus-Peter Wiedmann. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1066-2243 ;EISSN: 2054-5657 ;DOI: 10.1108/INTR-09-2019-0377

Full text available

Citations Cited by
  • Title:
    Storytelling in online shops: the impacts on explicit and implicit user experience, brand perceptions and behavioral intention
  • Author: Karampournioti, Evmorfia ; Wiedmann, Klaus-Peter
  • Subjects: Attitudes ; Business metrics ; Communication ; Communication (Thought Transfer) ; Competition ; Consumers ; Customers ; Data processing ; Design ; Developed Nations ; Electronic commerce ; Emotional Response ; Empirical analysis ; Environment ; Information processing ; Intention ; International Organizations ; Knowledge management ; Marketing ; Multivariate statistical analysis ; Parallax ; Psychology ; Storytelling ; Usability ; User experience ; User interfaces
  • Is Part Of: Internet research, 2021-11, Vol.32 (7), p.228-259
  • Description: PurposeThis paper examines in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered.Design/methodology/approachA sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLS-SEM). To measure implicit information processing, a single category implicit association test was applied.FindingsBy applying the storytelling technique with parallax scrolling, the online shop increased visitors' UX on explicit and implicit information processing levels and increased the online shop's overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers' minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects of UX on brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered.Originality/valueScience and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures.
  • Publisher: Bradford: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1066-2243
    EISSN: 2054-5657
    DOI: 10.1108/INTR-09-2019-0377
  • Source: ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait