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ABSTRACT
Parallax scrolling is a popular web technique used widely in product presentation websites, but its effect on user experience is unknown. 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. Dimensionality and scrolling (modality interactivity) are two major characteristics of this technique. A 2 (dimension) × 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). User engagement is in turn associated with positive attitudes and behavioral intentions toward the website and the product. The theoretical contribution of the study is it examined interface feature of parallax scrolling on both user perceptions and user actions using the theory of interactive media effects (TIME). The practical contribution of the study is it provides a roadmap to web developers to emphasize affective factors (i.e., vividness, coolness) rather than cognitive factors (i.e., natural mapping, perceived usefulness) when it comes to improving the user experience of the product presentation websites.
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Notes on contributors
Ruoxu Wang
Ruoxu Wang (PhD, Penn State University) is an assistant professor in the Department of Journalism and Strategic Media at the University of Memphis. Her research interest lies in the intersection of media effects and persuasion under the context of strategic communication and communication technology.
S. Shyam Sundar
S. Shyam Sundar (PhD, Stanford University) is distinguished professor and founding director of the Media Effects Research Laboratory (http://www.psu.edu/dept/medialab) in the Donald P. Bellisario College of Communications at Penn State University. His research investigates social psychological effects of technological features such as modality, interactivity, and navigability in digital media interfaces (http://comm.psu.edu/people/individual/s.-shyam-sundar).