Influence of Detailed Photographs of Product on Customer’s Purchase Decision Sanjay Kumar...
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Transcript of Influence of Detailed Photographs of Product on Customer’s Purchase Decision Sanjay Kumar...
Influence of Detailed Photographs of Product on Customer’s Purchase Decision
Sanjay Kumar RanganayakuluNikhil BendreShaunak Natu
• Introduction
• Hypothesis
• Design of Experiment
• AOI’s
• User Testing
• Results
• Conclusion
• Future Scope
OVERVIEW
INTRODUCTION
• Increase in online shopping.
• Need for better on-line product marketing
• Less research on influence of detailed photographs in customers purchase decision
• People generally tend to read the reviews
• Apartment selection as a product domain was selected since one of our team members worked on developing the website as an intern.
HYPOTHESIS
Hypothesis 1: If a set of detailed photographs of an apartment are presented then people would tend to read less reviews.
Hypothesis 2: People would respond positively after viewing a webpage with detailed set of photographs of the product versus the webpage with only one photograph of the product.
DESIGN OF EXPERIMENT
• 2 by 2 within-subjects repeated measure design
• Constant review quality • Independent variables (IV)
1. Level of Detail• High level of detail• Low level of detail
2. Apartment Quality • Good • Bad
• Dependent variables (DV)
1. Objective
• Fixation duration
• Fixation counts
2. Subjective
• Preference ranking
DESIGN OF EXPERIMENT
USER TESTING
• 21 Participants , 18 Graduate and 3 undergraduate students
• TOBII ET-1750 Eye tracker
• Randomized the webpage layouts to minimize the order effects
• Preference Ranking of the webpage layouts
RESULTS• Quality of apartment: Good• Levels of details: High and Low• AOIs: Pictures and Reviews
Interaction Plot of Mean Fixation Duration
RESULTS• Quality of apartment: Bad• Levels of details: High and Low• AOIs: Pictures and Reviews
Interaction Plot of Mean Fixation Duration
RESULTS• AOI: Pictures• Quality of apartment: Good and Bad• Level of details: High and Low
Interaction Plot of Mean Fixation Duration
RESULTS• AOI: Reviews• Quality of apartment: Good and Bad• Level of details: High and Low
Interaction Plot of Mean Fixation Duration
CONCLUSION
• Participants tend to spend more time to make a decision if there are less number of pictures than detailed pictures, since they have to rely more on the reviews.
• Preference ranking data indicates that detailed pictures of an apartment could influence people to prefer an apartment even though the quality of reviews is same.
FUTURE SCOPE
• Change the quality of reviews
• Good
• Bad
• Extend it for different products
• Use a larger sample size
• More representative sample demographics.