The Influence of Online Product Presentation and Seller Reputation on the Consumers' Purchase Intention across Different Involvement Products

In online market, consumers tend to make use of other signals when assessing the product quality due to the aggravated information asymmetry. Taking the moderating effects of product involvement into account, this paper developed a research model to study the influence mechanism of product information presentation and seller reputation on consumers’ perceived product quality and purchase intension. A lab experiment was designed to prove the research model, in which 57 participants’ questionnaire data was collected and eye movement data was recorded by SMI Hi-speed eye tracker when they viewed the website. The results showed that perceived product information presentation and seller reputation positively influenced consumers’ perceived product quality which further more affected the willingness to buy, with the moderating effects of product involvement. More specifically, the impact of perceived product information presentation got weaker when seller reputation got higher for low-involvement product.