Creating the best first impression: Designing online product photos to increase sales
Creating the best first impression: Designing online product photos to increase sales
复制标题
DOI：
10.1016/j.dss.2019.113235
复制
发表时间：
2020-01
期刊：
影响因子：
--
通讯作者：
Huosong Xia;Xiaoting Pan;Yanjun Zhou;Z. Zhang
中科院分区：
文献类型：
--
作者：
Huosong Xia;Xiaoting Pan;Yanjun Zhou;Z. Zhang
有效地在搜索结果中显示商品对B2C商家来说是很有价值的，可以从消费者那里获得点击，甚至增加销售额。本文以中国最大的B2C电子商务平台天猫上销售的羽绒服和长裤为例，收集了影响消费者对搜索结果第一印象的三个因素的数据：产品的价格、历史评论的数量和产品的照片。在这些因素中，以往的研究表明，一张产品照片包含四个属性：品牌标志、促销信息、街景和模特展示。以这些属性为中心，我们应用决策树来探索客户的购买模式，这使我们能够通过使用层次回归模型进一步研究产品照片属性对销量的影响。我们的研究发现，在他们搜索结果列表中的产品中，客户更喜欢那些有很多好的历史评论和低价格的产品。此外，男女服装的性别差异对照片属性与产品销售之间的关系有调节作用。消费者购买男装时的购买决策容易受到产品照片的影响。此外，与传统观点认为品牌可以降低感知风险，增加销售不同，本研究发现产品照片中的品牌标志属性对男装销售有负向影响。最后，无论是购买男装还是女装的消费者，使用模特都不能显著提高产品的销量。
Effectively displaying goods in search results is valuable for B2C merchants to earn clicks from consumers and even increase sales. Taking down jackets and trousers sold on Tmall—China's largest B2C e-commerce platform—as the example, this paper collects data about three factors that influence consumers' first impression on their search results: the price of a product, the quantity of historical reviews, and a photo of the product. Among these factors, previous research shows that a product photo contains four attributes: brand logo, promotional information, street scenes, and model display. Focusing on these attributes, we apply a decision tree to explore customer purchasing patterns, which allows us to further investigate the influence of product photo attributes on sales volume by using a hierarchical regression model. Our research finds that among the products from the list of their search results, customers prefer those with many good historical reviews and low prices. In addition, gender that differentiates men's from women's clothing has a moderating effect on the relationship between photo attributes and product sales. The purchase decision of consumers shopping for men's clothing is susceptible to the influence of the product photo. Furthermore, different from the traditional view which shows that brands can reduce perceived risks and increase sales, this study finds that men's clothing sales are negatively affected by brand logo attribute in product photos. Finally, using models cannot significantly increase product sales among consumers shopping for either men's or women's clothing.