JUCS - Journal of Universal Computer Science 18(10): 1323-1342, doi: 10.3217/jucs-018-10-1323
Product Presentation Strategy for Online Customers
Marija Jovic‡, Dusan Milutinovic§, Anton Kos|, Saso Tomazic|‡ University of Belgrade, Belgrade, Serbia§ Hemofarm Group, Belgrade, Serbia| University of Ljubljana, Ljubljana, Slovenia
Corresponding author: Marija Jovic ( marijaj@fon.rs ) © Marija Jovic, Dusan Milutinovic, Anton Kos, Saso Tomazic. This article is freely available under the J.UCS Open Content License. Citation:
Jovic M, Milutinovic D, Kos A, Tomazic S (2012) Product Presentation Strategy for Online Customers. JUCS - Journal of Universal Computer Science 18(10): 1323-1342. https://doi.org/10.3217/jucs-018-10-1323 |  |
Abstract
This paper deals with customers' behavior in an online environment. The major hypothesis of this paper is that different online product presentation strategies have a different impact on the customer's choice and that this impact can be measured. The research was conducted using an experimental method based on 6 product groups of 8 products per group. The products were presented with different combinations of several audio and visual elements: text, picture, video, animation, speech, special sound, and background music. The impact of each combination on the customer's choice was tested on a customer sample of 46 examinees. The most important conclusion is that besides text and a picture of the product, it is highly recommendable to include a video of the product in the product's online presentation. Regarding the number of multimedia elements, it is better to include more than less elements in a product presentation on the Internet, in contrast to some findings in connection with e-Learning.
Keywords
online product presentation, e-commerce, multimedia presentation