TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Maier, Erik
T1  - The negative effect of product image inconsistency on product overviews during the online product search
JF  - International Journal of Electronic Commerce
N2  - During the product search phase in online retail, consumers typically review product overviews, where they must decide whether to further iestigate a product from the assortment and which products to assess. These product overviews are in practice frequently inconsistent in their image characteristics, that is, in terms of their product background (on white background vs. with contextual background) and/or product orientation (differing presentation angles of the products). Four studies in an e-commerce setting establish the negative effect of inconsistent product presentation in product overviews on assortment evaluations and choice satisfaction, a result of decreased fluency. In contrast, the present iestigation also offers initial evidence refuting the idea that inconsistency in presentation of single products increases their choice for closer inspection through increased salience. This implies that online retailers should present their product assortments within each category as consistently as possible, specifically in terms of product background, as the negative effect of background inconsistency is larger (–6% to –19%) than of product orientation inconsistency (–3% to –6%). Further, we establish consistency as another antecedent of fluency.
Y1  - 2019
SN  - 1086-4415
SS  - 1086-4415
U6  - https://doi.org/10.1080/10864415.2018.1512281
DO  - https://doi.org/10.1080/10864415.2018.1512281
VL  - 23
SP  - 110
EP  - 143
ER  -