Beauty matters: reducing bounce rate by aesthetics of experience product portal page

Wang, Xueqing; Li, Yang; Cai, Zhao; Liu, Hefu

doi:10.1108/imds-08-2020-0484

Cited by 7 publications

(2 citation statements)

References 95 publications

(138 reference statements)

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“…For instance, we found a strong correlation between bounce rates and exit rates. This suggested that bounce rates could be influenced by factors not included in our dataset, such as the visual aesthetics of the website [ 48 ] or general trust in e-commerce platforms.…”

Section: Discussionmentioning

confidence: 99%

Exploring the Impact of Time Spent Reading Product Information on E-Commerce Websites: A Machine Learning Approach to Analyze Consumer Behavior

Necula

2023

Behavioral Sciences

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In this study, we aim to investigate the influence of the time spent reading product information on consumer behavior in e-commerce. Given the rapid growth of e-commerce and the increasing importance of understanding online consumer behavior, our research focuses on gaining a deeper understanding of customer navigation on e-commerce websites and its effects on purchasing decisions. Recognizing the multidimensional and dynamic nature of consumer behavior, we utilize machine learning techniques, which offer the capacity to handle complex data structures and reveal hidden patterns within the data, thereby augmenting our comprehension of underlying consumer behavior mechanisms. By analyzing clickstream data using Machine Learning (ML) algorithms, we provide new insights into the internal structure of customer clusters and propose a methodology for analyzing non-linear relationships in datasets. Our results reveal that the time spent reading product-related information, combined with other factors such as bounce rates, exit rates, and customer type, significantly influences a customer’s purchasing decision. This study contributes to the existing literature on e-commerce research and offers practical implications for e-commerce website design and marketing strategies.

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Section: Discussionmentioning

confidence: 99%

Exploring the Impact of Time Spent Reading Product Information on E-Commerce Websites: A Machine Learning Approach to Analyze Consumer Behavior

Necula

2023

Behavioral Sciences

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“…However, a product's visual aesthetic does not always yield positive results. For instance, Wang et al . (2021) found no significant direct effect between a product image's aesthetic and the bounce rate, a measure of customer engagement in e-commerce.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective

Yu,

Ahn,

Kim

et al. 2024

IMDS

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PurposeWhile prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory.Design/methodology/approachThe authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company.FindingsThis study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it.Originality/valueThis study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.

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Is in-store mobile usage a toxic to customer purchase? A multigroup analysis of customer type

Li,

Zhang,

Zheng

2023

Electronic Commerce Research and Applications

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Beauty matters: reducing bounce rate by aesthetics of experience product portal page

Cited by 7 publications

References 95 publications

Exploring the Impact of Time Spent Reading Product Information on E-Commerce Websites: A Machine Learning Approach to Analyze Consumer Behavior

Exploring the Impact of Time Spent Reading Product Information on E-Commerce Websites: A Machine Learning Approach to Analyze Consumer Behavior

Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective

Is in-store mobile usage a toxic to customer purchase? A multigroup analysis of customer type

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