More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing

Baek, Eunsoo; Zhi-hong, Huang; Lee, Seung Hwan

doi:10.1016/j.jretconser.2021.102504

Cited by 13 publications

(12 citation statements)

References 44 publications

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“…According to the cue utilization theory, subjects consider product quality assessment a categorization process: They use all the available cues to allocate a product in a certain quality category. Consequently, understanding consumers’ attention to visual elements of a product webpage is crucial for marketers and sellers (Baek et al, 2021). Additionally, personality variables and mechanisms are proven to shape consumer attitudes and behaviors (Berggren & Eimer, 2021; Winter et al, 2021).…”

Section: The Online Product Rating As An Information Cue In E-commercementioning

confidence: 99%

Exploring the relationships between perception of product quality, product ratings, and consumers’ personality traits: An eye-tracking study.

Pascucci¹,

Bartoloni²,

Ceravolo³

et al. 2022

Journal of Neuroscience, Psychology, and Economics

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The present study investigates how product ratings (positive, negative, or ambiguous) and consumers' personality traits affect their attention behaviors and perception of product quality in online shopping environments. Findings from an eye-tracking experiment (N = 62) with the use of a simulated e-retailer product page (similar to Amazon.com) show the consumers' attention distribution processes in response to different marketing cues (product image, technical description, rating, price, delivery time) and their impact on product quality evaluation. Extraversion was deemed the sole personality trait affecting both consumers' attention behaviors and the relationship between a product's rating and quality evaluation. This study expands the knowledge base of the cue utilization theory and online consumer behavior literature, providing practical implications for e-retailers and e-sellers.

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Section: The Online Product Rating As An Information Cue In E-commercementioning

confidence: 99%

Exploring the relationships between perception of product quality, product ratings, and consumers’ personality traits: An eye-tracking study.

Pascucci¹,

Bartoloni²,

Ceravolo³

et al. 2022

Journal of Neuroscience, Psychology, and Economics

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“…The contextual clues of clothing displays refer to the clues that can help consumers understand the characteristics and functions of clothing. Studies have shown that multi-context displays can positively boost consumers' evaluation [1] , the integration of contextual clues can positively affect consumers' evaluation [6] , and the background with contextual richness has a positive role in the e-commerce environment [4] . These articles all take the background of clothing displays as a contextual clue, but they are not comprehensive.…”

Section: Contextual Cues Of Clothingmentioning

confidence: 99%

“…Amidst the advancement of information technology and e-commerce, online clothing retailers display various clues of clothing to consumers through images, such as models and picture backgrounds [1] , which influences consumers' attitudes towards products. Clue displays serves as one of the important bases for consumers to judge and evaluate products [2] .…”

Section: Introductionmentioning

confidence: 99%

“…Contextual clues can form a whole with products, to help consumers establish a more comprehensive and stereoscopic understanding of products [4] . Although a small number of studies demonstrate that multi-image background displays of clothing can increase consumers' willingness to buy [1] , such articles are still limited to the image background, ignoring the role of collocation and model displays as contextual clues of clothing. In addition, different types and numbers of contextual clues constitute different richness of clue displays, but the impact of contextual clues richness on consumers is still unclear.…”

Section: Introductionmentioning

confidence: 99%

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The Influence of Contextual Clues on Consumers’ Attitudes towards Products

Sun¹,

Li²

2022

Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2

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Display is the link between products and consumers in online shopping. Designing better displays for products is the main content that retailers are concerned in the event of communicating with consumers. Previous studies focused on how clues affect consumers through perceptions of quality and price, while few studies explored this problem from the combination of consumers' visual activities and cognitive responses. This study focuses on the contextual clues of clothing and explores the influence of contextual clues richness on consumers' attitudes to products in clothing displays through eye movement experimental data and questionnaire data. Studies have shown that moderately rich contextual clues can obtain the best product attitudes, and visual attention and cognitive response play an intermediary role in this process. This study enriches the research on the influence of multi-clues on consumers' behaviors in the clothing field and provides guidance and suggestions for online retailers' product displays design.

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“…All apparel, from clothing to accessories, requires a more complex purchasing decision process, compared to other types of retail products (Zheng and Bensebaa, 2022), because fashion customers expect to see, feel, touch and try on clothes before purchasing (Baek et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

The acquirements of e-service quality in fashion e-storescapes: mediating effect in an S-O-R model

Türkdemir

Ateş

2023

IJRDM

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PurposeThis study aims to determine the effects of e-service quality (e-SQ) in fashion e-storescapes (online retail store environments) on e-customer citizenship behaviour (e-CCB) and e-repurchase intention (e-RI), as well as to investigate whether e-CCB plays a mediating role in these relations.Design/methodology/approachIn line with the aim of this study, the relationships between the variables were examined by using the mediation effect analysis within the framework of a Stimulus-Organism-Response (S-O-R) model. An online survey was developed based on the scales with proven reliability and validity. The convenience sampling method on social media sites was used to collect data for analysis from 500 volunteer participants who had previously shopped online for fashion brands between 1st and 30th September 2020. The partial least squares (PLS) path analysis method was used to analyse the research model.FindingsThis study revealed that the dimensions of e-SQ, except e-efficiency and e-privacy, have positive effects on all dimensions of e-CCB. Concurrently, this study identified that the dimensions of e-CCB have positive effects on e-RI. Subsequently, the study determined that the dimensions of e-CCB played a full mediator role between the dimensions of e-SQ and e-RI.Research limitations/implicationsThe primary limitation of this study is that the study is based on the perceptions of fashion e-customers about the customers' e-tailing (online retailing) experiences, which is only reached via the convenience sampling method.Practical implicationsIn this study, the positive relationships between e-CCB and e-RI were accepted as the acquirements of e-SQ in fashion e-storescapes. In this context, the reasons for fashion customers to repurchase from an e-storescape are not only low prices and product variety, but also the exhibition of extra-role behaviours in the form of e-SQ acquirements. These implications, which will attract the attention of fashion e-tailers, may enable the e-tailers to modify the e-SQ of e-tailers' e-storescapes based on customer feedback.Originality/valueThis study is unique as the study draws on the S-O-R theory to provide insight into the stimulus effect of e-storescape e-SQ on the mediating role of e-CCB. The current study is expected to contribute to the literature by highlighting the reasons for changes in consumption attitudes, intentions and behaviours amongst customers that prefer e-tailing for fashion apparel shopping.

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More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing

Cited by 13 publications

References 44 publications

Exploring the relationships between perception of product quality, product ratings, and consumers’ personality traits: An eye-tracking study.

Exploring the relationships between perception of product quality, product ratings, and consumers’ personality traits: An eye-tracking study.

The Influence of Contextual Clues on Consumers’ Attitudes towards Products

The acquirements of e-service quality in fashion e-storescapes: mediating effect in an S-O-R model

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