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Making online products more tangible

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Although several studies have looked at the effects of online product presentations on consumer decision making, no study thus far has considered a potential key factor in online product evaluations: tangibility. The present study aims at filling this gap by developing and testing a model that relates different online product presentation formats to the three-dimensional concept of product tangibility. We test how the three tangibility dimensions influence perceived diagnosticity and, eventually, online purchase intentions.


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