![parallax scrolling parallax scrolling](https://i.pinimg.com/originals/90/de/d6/90ded657b92ef5dfb7a019417af9671c.png)
Study 1 identified groups of participants who had similar profiles of product ratings on the four dimensions of coolness: niche cool, mass cool, uncertain cool and uncool.
![parallax scrolling parallax scrolling](https://responsive-muse.com/wp-content/uploads/2017/06/horozontal-parallax-effect.gif)
Participants' ratings were analyzed using a user-centered approach, namely latent profile analysis. In Study 2, 660 college students made similar ratings and also reported their intention to use a real digital product.
![parallax scrolling parallax scrolling](https://cdn.gamedevmarket.net/wp-content/uploads/20191203172545/b8c0fba2fd3d72e8fa6a0ae4ee6c3709-700x400.png)
In Study 1, 1,161 adults rated a virtual digital product on four dimensions of coolness. The purpose of this study is to employ a user-centered approach to identify subgroups of people with similar profiles based on their perceptions of multiple dimensions of digital products' coolness and to test the differences across subgroups in the intention to use these products. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures. This study provides novel insights into managing online shoppers’ UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. LittleĮvidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. Originality/value: Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Again, explicit and implicit perceptions were considered. Moreover, this study provides empirical evidence on the effects ofUXon brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brandĪttitude and behavioral intentions. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers’ minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. To measure implicit information processing, a single category implicit association test was applied.įindings: By applying the storytelling technique with parallax scrolling, the online shop increased visitors’ UX on explicit and implicit information processing levels and increased the online shop’s overall perceived attractiveness. The causal relationships were assessed by using partial least squares structural equation modeling (PLSSEM). An existing and operational online shop was used. Explicit and implicit paths of human information processing are considered.ĭesign/methodology/approach: A sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase Purpose: This paper examines in detail howthe use of storytellingwith parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. natural mapping, perceived usefulness) when it comes to improving the user experience of the product presentation websites. vividness, coolness) rather than cognitive heuristics (i.e. The practical contribution of the study is it provides a roadmap to web developers to emphasize affective heuristics (i.e. The theoretical contribution of the study is it examined the interface feature (dimension and parallax scrolling) on both user perceptions and user actions using the TIME model. User engagement is in turn associated with positive attitudes and behavioral intentions toward the website and the product. A 2 (dimension) x 2 (modality interactivity) between-subjects (N = 295) online experiment revealed that parallax scrolling influences user engagement through two routes: the cue route (perceived coolness, perceived vividness) and the action route (natural mapping, perceived ease of use). Dimensionality and scrolling (modality interactivity) are two major characteristics of this technique. Parallax scrolling allows the object displayed in the foreground to move faster than the object displayed in the background, so as to create a 3D effect.
![parallax scrolling parallax scrolling](https://www.kirupa.com/images/parallax_scrolling_sharing.png)
Parallax scrolling is a popular web technique used widely in product presentation websites, but its effect on user experience is unknown.