The Influence of Medium and Vividness: A Print Versus Online Catalog Examination

Abstract

Estimates suggest that overall Web-based sales could increase from $1 billion today to well over $375 billion within three to five years (Morgan Stanley 1997; Reda 1995; Wilensky 1995). Many believe that the new technology creates innovative means of interfacing with customers. The Web provides much more than just a new medium through which organizations can communicate with their publics. It has created a virtual environment in which users/customers interact with an organization and its market offerings (Deighton 1996). The promise of greater interactivity as a result of this medium has enticed many organizations onto the Web (Deighton 1996; Harris 1997; Cook and Coopey 1998). The purpose of this study is to examine two underlying research questions. First, we intend to explore the issue of whether or not the medium through which information is presented influences consumer's perceptions toward, and their intentions to patronize, a retailer. Secondly, we wish to examine how differing levels of vividness employed within a Web-based medium influence consumer's attitude toward, and their intentions to patronize, a retailer. We believe that differences in the level of vividness result in significantly different consumer responses.