This study examines the effects of different product presentation strategies (i.e., alternative- vs. attribute-based) on consumer responses to diagnostic and serendipitous website experiences. Drawing on the accessibility-diagnosticity framework, we propose that different types of information presentation strategies lead consumers to differently evaluate a website as being diagnostic and serendipitous. The findings from three studies suggest that attribute-based presentations effectively increase consumer perceptions of website diagnosticity and serendipity compared with an alternative-based format. Both perceived diagnosticity and serendipity significantly contribute to consumers’ overall satisfaction with a website. Theoretical and practical implications are discussed.

本研究考察了不同产品展示策略（即基于替代与基于属性的）对消费者对诊断性和偶然性网站体验的反应的影响。利用可访问性-诊断框架，我们建议不同类型的信息呈现策略会导致消费者对网站的诊断性和偶然性进行不同的评估。三项研究的结果表明，与基于替代的格式相比，基于属性的演示文稿有效地提高了消费者对网站诊断性和偶然性的看法。感知诊断性和偶然性都显着提高了消费者对网站的整体满意度。讨论了理论和实践意义。