The Influence of Comprehensive Product Information and the Effective Product Presentation on Customers' Purchase Decisions in Online Shopping

Abstract

Objective: Product knowledge is the depth of understanding a consumer, particularly those who shop online, has about a particular brand or product. The primary goal of this study was to determine how product presentation and information related to online buyers' decisions to buy are related.

Theoretical Framework: This study is based on the Consumer Decision-Making Model and the Elaboration Likelihood Model, bringing to light the relationship between product knowledge, presentation, and purchase decisions in online shopping. The familiarity and depth of knowledge about the product would affect the perceived value and trust. Images, descriptions, and product reviews are persuasive tools that affect cognitive and emotional responses. The ELM suggests that highly knowledgeable consumers process information through the central route (detailed evaluation). In contrast, less knowledgeable consumers rely on peripheral cues (aesthetics, branding). This interaction shapes online purchase behaviour, emphasizing the role of clear, engaging product information.

Method: It is possible to synthesize the respondents' behavioural approach using analytical parameters. An explanation of the problem-solving process was part of the behaviour science framework. For the analysis, almost 400 complete responses were taken into account. The questionnaire asked questions about the respondents' demographics as well as how they used internet resources to make purchases.

Results and Discussion: The majority of the respondents 53.3% were female and fell between the 21–45 age range. Nearly 69.8% of the participants made purchases online, and 42.0% utilized it for three or four data points per week. In this study, the range of the Cronbach's alpha was 0.721 to 0.809, showing good reliability. In this study, the average score for product information was 3.949, for product presentation it was 3.91, and for buy decision it was 3.85. Given that the p value was less than 0.05, the first hypothesis that there is a link between product information and purchase decision was accepted. The p value for the second hypothesis, which posited a relationship between product display and purchase decision, was likewise less than 0.05. As a result, the second hypothesis was approved as well.

Originality/Value: The results of this study showed a significant relationship between product information and presentation and the decision to buy.