Visual Presentation Cues and Online Repurchase Intention in Chinese E-Commerce

This conceptual paper develops a framework explaining how visual presentation cues can sustain online repurchase intention in Chinese e-commerce. It focuses on durable loyalty in changing information environments. Although e-commerce research recognises the importance of social and informational features, studies often focus on single cues or initial purchase outcomes. This leaves limited understanding of why consumers intend to return to a platform after prior experience. Integrating the Elaboration Likelihood Model and Cognitive Load Theory, the paper conceptualises social presence, interactivity, information quality, and review usefulness as distinct cues that influence repurchase intention through affective engagement, diagnostic evaluation, perceived control, trust, and reduced uncertainty. The framework further positions information overload and perceived deceptiveness as boundary conditions. Information overload is expected to weaken the positive effect of information quality by exhausting cognitive resources and turning useful information into noise. Perceived deceptiveness is expected to weaken the positive effect of review usefulness by undermining central processing of review arguments and peripheral reliance on review signals. The paper develops six hypotheses and presents an integrated visual presentation model. It offers a dual-route explanation of repeated online patronage and guidance for platforms seeking to design informative, interactive, and credible shopping environments that support customer retention.

Chinese e-commerce, Cognitive Load Theory, Elaboration Likelihood Model, online repurchase intention, visual presentation

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