Effects of Online Review on Attitude towards Product Displayed in Online Site

In online shopping, customers are unable to examine the products physically. Hence, they rely on telepresence, augmented reality, aesthetics, and entertainment – the elements of central and peripheral routes in the Elaboration Likelihood Model (ELM). This study examined the impact of ELM on the product displayed on an online shopping site. Post-test only control group design was used. Using convenience sampling method, 60 participants from a public university were selected. An experiment was conducted in the morning of the same day and at the same time in two lab rooms having the same environment. Among the four factors, telepresence and entertainment were found to have significant impact whereas neither the augmented reality and aesthetics nor the interaction of the factors in two routes had significant effect on attitude towards product. The prospective stakeholders such as the owners of online businesses may use this study to improve persuasion messages or online reviews for better improvement in the e-marketing area. Knowledge base from this finding can also be implemented to other business areas where business depends on online modality