上诉
书签
调解
对偶(语法数字)
计算机科学
采购
心理学
营销
广告
透视图(图形)
独创性
业务
认知心理学
社会心理学
社会学
万维网
政治学
人工智能
艺术
社会科学
文学类
创造力
法学
作者
Youngjoon Yu,Jae‐Hyeon Ahn,Dongyeon Kim,Kyuhong Park
出处
期刊:Industrial Management and Data Systems
[Emerald (MCB UP)]
日期:2024-01-01
标识
DOI:10.1108/imds-02-2023-0131
摘要
Purpose While prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory. Design/methodology/approach The authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company. Findings This study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it. Originality/value This study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.
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