||With the development of E-commerce in recent years, how to become a successful click-and-mortar retailer has attracted a lot of attention. In Taiwan, about 70% people tend to search the information online before they enter the offline retailing store. Therefore, how to creating online presentation aim to deliver a playful and holistic online product experience, an enticing presentation arouses consumers’ desire for further is an important issue.|
Therefore, this study selects iPhone 6s as the product of research target and investigates the effects of three online product value presentation formats (hedonic, utilitarian, social value) on engaging online user and enticing them to pursue further product experiences offline.
In this study, the experimental design is related to three different types of product value. The remaining constructs are measured by Likert 7-Level scale. Experimental method is to design a simulation online shopping website, separately present three type of product value. Finally, total of 252 effective questionnaires were collected, and use ANOVA and structural equation modeling for data analysis. The results show that the hedonic value website design will lead to highest user engagement of all, Hedonic and utilitarian value website design lead to higher user engagement than social value design. Utilitarian value website design lead to highest enticement of all, utilitarian value website design lead to higher user enticement than social value design. The enticement of online product value presentations has the positive effect on purchase intention, but engagement of online product value presentations has no significant effect on purchase intention.