Facilitating imaginations through online product presentation videos : effects on imagery fluency, product attitude and purchase intention
Year of publication: |
December 2017
|
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Authors: | Orús, Carlos ; Gurrea Sarasa, Raquel ; Flavián Blanco, Carlos |
Published in: |
Electronic commerce research. - Dordrecht : Springer Science + Business Media Inc., ISSN 1389-5753, ZDB-ID 2106016-2. - Vol. 17.2017, 4, p. 661-700
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Subject: | Videos | Vividness | Ease of imagining | Attitude | Purchase intention | Motivation | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenimage | Brand image | Kaufmotiv | Consumer motivation | Computerspiel | Video game |
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