Influence of Detailed Photographs of Product on Customer’s Purchase Decision

1. Influence of Detailed Photographs of Product on Customer’s Purchase Decision Sanjay Kumar Ranganayakulu Nikhil Bendre Shaunak Natu

2. Overview • Introduction • Hypothesis • Design of Experiment • AOI’s • User Testing • Results • Conclusion • Future Scope

3. 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.

4. hypothesis Hypothesis 1: If a set ofdetailed 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.

5. Design of Experiment • 2 by 2 within-subjects repeated measure design • Constant review quality • Independent variables (IV) • Level of Detail • High level of detail • Low level of detail • Apartment Quality • Good • Bad

6. Design of Experiment • Dependent variables (DV) • Objective • Fixation duration • Fixation counts • Subjective • Preference ranking

7. 2 Layouts, 4 apartments

8. AOI

9. 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

10. results • Quality of apartment: Good • Levels of details: High and Low • AOIs: Pictures and Reviews Interaction Plot of Mean Fixation Duration

11. Heat map and Cluster Plot • Quality of apartment: Good • Levels of details: High and Low Low High

12. results • Quality of apartment: Bad • Levels of details: High and Low • AOIs: Pictures and Reviews Interaction Plot of Mean Fixation Duration

13. Heat map and Cluster Plot • Quality of apartment: Bad • Levels of details: High and Low Low High

14. results • AOI: Pictures • Quality of apartment: Good and Bad • Level of details: High and Low Interaction Plot of Mean Fixation Duration

15. results • AOI: Reviews • Quality of apartment: Good and Bad • Level of details: High and Low Interaction Plot of Mean Fixation Duration

16. Cluster Plot • Quality of apartment: Good • Level of Detail: High

17. Cluster Plot • Quality of apartment: Good • Level of Detail: Low

18. Cluster Plot • Quality of apartment: Bad • Level of Detail: High

19. Cluster Plot • Quality of apartment: Bad • Level of Detail: Low

20. results Overall preference ranking distribution

21. 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.

22. Future scope • Change the quality of reviews • Good • Bad • Extend it for different products • Use a larger sample size • More representative sample demographics.

23. Questions ?

24. Thank You