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Audiovisual Design and the Convergence Between HCI and Audience Studies Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Appeals of Product Pictures on the Product Detail Page - The Effect of Mental Imagery

Authors : Chu-Ting Lee, Man-Ying Wang

Published in: Human-Computer Interaction. User Interface Design, Development and Multimodality

Publisher: Springer International Publishing

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Abstract

Online shoppers are not able to touch and feel products when perusing online stores. Product images on the product detail pages are the main sources of information that users rely on to construct their interactions with a product. This study investigates how the appeal type of product images (attribute-based vs. benefit-based) influences shoppers’ attitudes and purchase intention toward a product as well as the mediation of this process by the vividness and elaboration of mental imagery. The results shows that appeals of product images affect shoppers’ attitude via vivid and elaborated imagery, but purchase intention is impacted by elaborated imagery only. For shoppers, the effect of attribute-based appeals on imagery elaboration is significantly more prominent for well-known brands than for less-known brands. The implication for product detail page design is to emphasize product attributes over benefits for well-known brands while the reverse is true for less-known brands.

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Metadata
Title
Appeals of Product Pictures on the Product Detail Page - The Effect of Mental Imagery
Authors
Chu-Ting Lee
Man-Ying Wang
Copyright Year
2017
Book
Human-Computer Interaction. User Interface Design, Development and Multimodality

Print ISBN: 978-3-319-58070-8

Electronic ISBN: 978-3-319-58071-5

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-58071-5_14