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

2 LAYOUTS, 4 APARTMENTS

AOI

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

HEAT MAP AND CLUSTER PLOT• Quality of apartment: Good• Levels of details: High and Low

High Low

RESULTS• Quality of apartment: Bad• Levels of details: High and Low• AOIs: Pictures and Reviews

Interaction Plot of Mean Fixation Duration

HEAT MAP AND CLUSTER PLOT• Quality of apartment: Bad• Levels of details: High and Low

High Low

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

CLUSTER PLOT• Quality of apartment: Good

• Level of Detail: High

CLUSTER PLOT• Quality of apartment: Good

• Level of Detail: Low

CLUSTER PLOT• Quality of apartment: Bad• Level of Detail: High

CLUSTER PLOT• Quality of apartment: Bad• Level of Detail: Low

RESULTS

Overall preference ranking distribution

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.

QUESTIONS ?

THANK YOU