The impact of photo aesthetics on online consumer shopping behavior: An image-processing-enabled empirical study

Mengyue Wang, Xin Li, Patrick Y.K. Chau

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

7 Citations (Scopus)

Abstract

Determinants of consumer's shopping behavior are of long-term interest to researchers. Since product photos directly aid consumers' understanding of products, retailers often put a lot of effort into polishing them. However, there is limited research on the impact of product photos on shopping behavior. This research takes advantage of image-processing techniques to study product photos' impact. These techniques allow us to investigate a large set of photo characteristics simultaneously in an empirical study. To rule out possible confounding factors, we use a real company dataset from a social shopping Website, which has a simple interface allowing consumers to judge products mainly based on their photos. We employ two-stage nested logit model embedded with differences-in-differences approach and examine product photo characteristics from the aspects of color, composition, complexity, and model face. We found that consumers prefer to click product photos with a warmer color, a larger key object, appropriate complexity.

Original languageEnglish
Title of host publication2016 International Conference on Information Systems, ICIS 2016
PublisherAssociation for Information Systems
ISBN (Electronic)9780996683135
Publication statusPublished - 2016
Externally publishedYes
Event2016 International Conference on Information Systems, ICIS 2016 - Dublin, Ireland
Duration: 11 Dec 201614 Dec 2016

Publication series

Name2016 International Conference on Information Systems, ICIS 2016

Conference

Conference2016 International Conference on Information Systems, ICIS 2016
Country/TerritoryIreland
CityDublin
Period11/12/1614/12/16

Keywords

  • Big data
  • Image-processing
  • Nested logit model
  • Visual aesthetics

ASJC Scopus subject areas

  • Information Systems

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