Online Visual Merchandising Cues Impacting Consumer Pleasure and Arousal: An Empirical Study

DOI

10.2991/978-94-6463-162-3_3How to use a DOI?

Keywords

Electronic Shopping; Consumer Arousal; Pleasure; Online Visual Merchandising Cues; E-commerce and E-retailing

Abstract

The visual merchandising is a crucial aspect of physical and online retail establishments, as it significantly impacts consumer behavior. In an online retail setting, visual merchandising takes the form of online visual merchandising cues (OVMC), such as product images, videos, product descriptions, and website design. These elements are critical in attracting customers, increasing engagement, and driving sales. This study aims to focus on the significant OVMC influence on consumer pleasure and arousal. The study’s sample population comprised respondents who shop for electronics products online in the Vijayawada city of Andhra Pradesh, India. The study used the probability sampling design known as systematic random sampling and comprised 385 respondents. This study suggests that OVMC, including website aesthetic appeal, website ads, homepage landing, product reviews, and product feature explanation videos, are essential in persuading visitors to go from casual online browsing to purchasing electronic products. This study contributes to the existing body of literature by providing a comprehensive overview of the critical factors that impact consumer behavior in an online retail setting, specifically concerning electronic products. It provides insights into how marketers can use online visual cues to influence consumer behavior and drive sales in the e-commerce market. It offers insight into the OVMC and the key factors influencing consumer pleasure and arousal in online purchases so that online marketers can adapt their marketing strategies to reach and induce online purchasers effectively.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Arunkumar Sivakumar
AU  - Sudarsan Jayasingh
AU  - Ernest Johnson
PY  - 2023
DA  - 2023/05/10
TI  - Online Visual Merchandising Cues Impacting Consumer Pleasure and Arousal: An Empirical Study
BT  - Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023)
PB  - Atlantis Press
SP  - 12
EP  - 21
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-162-3_3
DO  - 10.2991/978-94-6463-162-3_3
ID  - Sivakumar2023
ER  -