The Power of Image: the Impact of Visuals on Online Consumer Decision Making
Loading...
Date
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
The visual presentation of products is a key factor influencing customer decision-making in an online environment where consumers are unable to physically interact with the goods. This paper examines how different visual formats - thumbnail photographs, dynamic visuals, videos and 3D presentations - influence customers' mental imagery, attitudes and purchase intentions. An analysis of expert studies found that dynamic formats and videos, especially those demonstrating product use, have a significantly positive effect on customer engagement and purchase decisions. It was also found that the effectiveness of visual elements varies by product type, with the ability to compensate for the lack of physical contact with visuals designed to suggest tactile qualities or text descriptions being crucial for experiential products (e.g. food, clothing). The study also highlights the importance of congruence between visual imagery and accompanying text and draws attention to the automatic, uncontrollable effects of visual stimuli on customer attitudes, which operate independently of the user's motivation and cognitive resources. The results provide online retailers with practical guidelines for optimizing visual strategies to increase purchase intentions and reduce consumers' cognitive uncertainty.
Description
Subject(s)
Visual Product Presentation, Consumer Decision-Making, Purchase Intention, Mental Imagery, C-Commerce Marketing
Citation
ISSN
ISBN
978-80-7494-747-6