Consumers may perceive information costs differently because they are affected by how information is presented during the decision-making process. Using a self-reported research design, this study assessed whether perceived information costs associated with written and visual presentation of information can impact respondents’ purchase intentions. Results of this study show that perceived information costs have a significant effect on purchase intentions. In particular, visual choice presentation has a positive effect on willingness to purchase because the information costs of visually presented information are lower than the information costs associated with verbal presentation. This suggests different types of information presentation (visual and verbal) can affect consumers’ attitudes and behavioral outcomes. This study contributes to the literature by offering an alternative approach for examining the effect of perceived information costs and the influence of different choice presentations on purchase decisions.

消费者对信息成本的理解可能有所不同，因为他们会受到决策过程中信息呈现方式的影响。使用一项自我报告的研究设计，该研究评估了与信息的书面和视觉呈现相关的感知信息成本是否会影响受访者的购买意愿。这项研究的结果表明，感知的信息成本对购买意向有重大影响。特别地，视觉选择呈现对购买意愿具有积极影响，因为视觉呈现的信息的信息成本低于与口头呈现相关的信息成本。这表明不同类型的信息表示（视觉和口头表达）会影响消费者的态度和行为结果。