Image, brand and price info: do they always matter the same?
Fecha
2019Versión
Acceso abierto / Sarbide irekia
Tipo
Contribución a congreso / Biltzarrerako ekarpena
Versión
Versión publicada / Argitaratu den bertsioa
Impacto
|
10.1145/3317960.3321616
Resumen
We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures. Image information about the product ...
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We study attention processes to brand, price and visual information about products in online retailing websites, simultaneously considering the effects of consumers’ goals, purchase category and consumers’ statements. We use an intra-subject experimental design, simulated web stores and a combination of observational eye-tracking data and declarative measures. Image information about the product is the more important stimulus, regardless of the task at hand or the store involved. The roles of brand and price information are dependent on the product category and the purchase task involved. Declarative measures of relative brand importance are found to be positively related with its observed importance. [--]
Materias
Attention,
Product area,
Branding,
Eye-tracking,
Experimental design
Editor
Association for Computing Machinery (ACM)
Publicado en
ETRA '19: Proceedings of the 11th ACM Symposium on Eye Tracking Research & Applications Denver, Colorado June 25 - 28, 2019
Departamento
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila /
Universidad Pública de Navarra. Departamento de Ingeniería Eléctrica, Electrónica y de Comunicación /
Nafarroako Unibertsitate Publikoa. Ingeniaritza Elektrikoa, Elektronikoa eta Telekomunikazio Ingeniaritza Saila