Ценность «рассказывающей» анимации на веб-сайте для брендов: реакция потребителей в гедонистическом и утилитарном контекстах потребления
Цель настоящего исследования – изучить влияние использования «рассказывающей» анимации на сайте продукта на поведение посетителей сайта и потенциальных покупателей в двух контекстах потребления: гедонистическом и утилитарном. Практическая польза выводов, полученных в рамках исследования, состоит в определении параметров поведения потребителей, на которые влияет данный тип анимации, и определении необходимости использования анимации на сайте продукта в целом, а также понимании в каком контексте потребления она будет иметь наибольший эффект.
Согласно исследованиям, анимация – один из факторов интерактивности веб-сайта. Как правило, чем выше уровень интерактивности сайта, тем лучше реакция потребителя. Однако, в силах ли «рассказывающая анимация» в отдельности значимо повлиять на восприятие?
Данное исследование с помощью экспериментального метода доказывает, что использование данного типа анимации значительно улучшает состояние потока, в которое погружается пользователь, а также увеличивает эффект сарафанного радио. В то же время сайты продуктов, потребляемых для удовольствия, в значительной степени выигрывают от того, что человек воспринимает анимацию сайта как «рассказывающую историю» в сравнении с сайтами продуктов утилитарного характера.
1. INTRODUCTION………………………………………………………………………………………………………..7 1.1. Relevance of the study…………………………………………………………………………………………….7
1.2. Research gap………………………………………………………………………………………………………….8
1.3. Research questions …………………………………………………………………………………………………8
2. LITERATURE REVIEW ………………………………………………………………………………………………9 2.1. Discussion on Interactivity and Perceived Interactivity of a Website…………………………….9
2.2. Perceived Interactivity & Online Flow…………………………………………………………………….12 2.3. Website Animation as an Interactivity Tool……………………………………………………………..13 2.4. Hedonic and utilitarian consumption purposes of a website ……………………………………….14 2.5. Word-of-mouth effects created by animation……………………………………………………………15 2.6. Research hypotheses……………………………………………………………………………………………..19
3. RESEARCH MODEL AND METHODOLOGY ……………………………………………………………21 3.1. Research methodology ………………………………………………………………………………………….21
3.2. Pretest. Selection of product categories……………………………………………………………………21 3.2.1 Pretest Design…………………………………………………………………………………………………21 3.2.2. Pretest Analysis ……………………………………………………………………………………………..24
3.3. Experiment ………………………………………………………………………………………………………….28 3.3.1. Method………………………………………………………………………………………………………….28 3.3.2. Data collection……………………………………………………………………………………………….34 3.3.3. Experiment design ………………………………………………………………………………………….34
4. RESULTS………………………………………………………………………………………………………………….38 4.1. Socio-demographic description of the group ……………………………………………………………38
4.1.1. Sex and age……………………………………………………………………………………………………38 4.1.2. Education………………………………………………………………………………………………………38 4.1.3. Geography …………………………………………………………………………………………………….39
4.2. Experiment analysis……………………………………………………………………………………………..39 5
4.2.1. Scale reliability tests……………………………………………………………………………………….39 4.2.2. Animation perception check…………………………………………………………………………….41 4.2.3. Multi-factor analysis……………………………………………………………………………………….45 4.2.4. Analyzing the differences between static and animated versions ………………………….46 4.2.4. Analyzing the differences between hedonic and utilitarian animated versions………..50
4.3. Verification of the research hypotheses……………………………………………………………………52
5. DISCUSSION…………………………………………………………………………………………………………….54 5.1. Main findings……………………………………………………………………………………………………….54
5.2. Theoretical contributions……………………………………………………………………………………….54 5.3. Managerial implications ………………………………………………………………………………………..55 5.4. Limitations and directions for future research…………………………………………………………..56
REFERENCES ………………………………………………………………………………………………………………58 Academic Literature in English…………………………………………………………………………………….58
Professional Literature and Market Analytics…………………………………………………………………60
APPENDICES ……………………………………………………………………………………………………………….61 Appendix 1 ………………………………………………………………………………………………………………..61
Appendix 2 ………………………………………………………………………………………………………………..62 Appendix 3 ………………………………………………………………………………………………………………..63 Appendix 4 ………………………………………………………………………………………………………………..64
The digital landscape nowadays is becoming more and more saturated, with consumers becoming more demanding to the way brands present themselves (Perkins & Fenech, 2014). It is almost common knowledge that digital presence has become a must, and brands today strive to analyze what approaches and features can bring additional value and enhance the user experience to secure their competitive position.
This research paper focuses on one of the ways how brands can enhance the customer experience and build strong image in the web. In particular, it looks into when and how story- telling animation as a part of website features can increase the online flow experience of users, add value to the website content and help form a positive attitude on customer side, thus delivering better results compared to static information presentation in the web. Story-telling animation is a tool to tell more about the brand or product by presenting the information in a way that users’ page scroll becomes an interaction which triggers movement. It is supposed to present the product in an interest-capturing way. The good example of such animation can be any website dedicated to presentation of new Apple products1, the landing page not only presents the product features, but also lets the website visitor dive into the tricks and twists of their animated presentation.
Well-developed interactivity of a website along with animation can bring both practical and enjoyable benefits to brands. Animation is no longer just a delightful feature that can be added to a website, it is a tool to generate more leads and even word-of-mouth effect around a brand.
The discussion about how story-telling animation affects consumer behavior is particularly relevant when considering brand and advertising websites, since it is crucial to present the products to the best way possible and attract users’ attention there. Story-telling animation is capable of enhancing the online flow experience of the consumers, the way they perceive the products presented in the website and attitude towards a brand in general, or it can help guide the customer through the product information more effectively while creating sense of delight which people will want to talk about.
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