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Gender differences regarding the product's online visual representation: impact on satisfaction and purchase intention/Diferencias de genero en las percepciones sobre la representacion visual del producto online: impacto en la satisfaccion e intencion de compra

ESIC Market, 2011-01 (138), p.145

COPYRIGHT 2011 ESIC Editorial ;ISSN: 0212-1867 ;EISSN: 0212-1867

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  • Title:
    Gender differences regarding the product's online visual representation: impact on satisfaction and purchase intention/Diferencias de genero en las percepciones sobre la representacion visual del producto online: impacto en la satisfaccion e intencion de compra
  • Author: Blanco, Carlos Flavian ; Sarasa, Raquel Gurrea ; Sanclemente, Carlos Orus
  • Is Part Of: ESIC Market, 2011-01 (138), p.145
  • Description: The websites' design has been revealed as a key factor for the success of online transactions. In addition, searching for information about products is one of the most frequent activities on the Internet. Thus, the online product presentation is representing a challenge for marketers and designers, since they have to present the products to satisfy the consumers' needs. This study analyses the effects of different visual representations of the product on users' satisfaction with the website and online purchase intention. Besides, the gender is considered as a moderator of these relationships with the aim of finding the best design combination for each gender. An experiment was carried out in which the visual representation of the product was manipulated by means of its size, quality and movement. The results of the analyses allow us to stress the importance of the online product presentation for affecting consumers' perceptions and intentions. Moreover, the individual's gender influences notably the proposed relationships.
  • Publisher: ESIC Editorial
  • Language: Spanish
  • Identifier: ISSN: 0212-1867
    EISSN: 0212-1867
  • Source: Alma/SFX Local Collection
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