Abstract
The design of product listing pages is a key component of Website design because it has significant influence on the sales volume on a Website. This study focuses on product placement in designing product listing pages. Product placement concerns how venders of online stores place their products over the product listing pages for maximization of profit. This problem is very similar to the offline shelf management problem. Since product information sources on a Web page are typically communicated through the text and image, visual stimuli such as color, shape, size, and spatial arrangement often have an effect on the visual attention of online shoppers and, in turn, influence their eventual purchase decisions. In view of the above, this study synthesizes the visual attention literature and theory of shelf-space allocation to develop a mathematical programming model with genetic algorithms for finding optimal solutions to the focused issue. The validity of the model is illustrated with example problems.
Highlights
With the increasing prevalence of the Internet and advancement of information technologies, online stores which offer more convenience and wider diversity of products have gradually become an alternative shopping destination for consumers
The product placement suggested by the proposed model does not agree very well with the reasoning of “price cues” and “popularity cues” proposed by Xu et al [13]
This study examined the product placement problem in designing an online product listing pages
Summary
With the increasing prevalence of the Internet and advancement of information technologies, online stores which offer more convenience and wider diversity of products have gradually become an alternative shopping destination for consumers. In response to this change in consumer habits, many vendors have invested in an online store to seize potential opportunities in the online shopping market. As users become more involved in a certain type of product, they devote more attention and actively or voluntarily seek information regarding such products and even carefully consider purchases [20]. The distribution of voluntary visual attention generally depends on users’ knowledge of the visual field or the search target, which is considered as a topdown processing. In the visual field, involuntary attention tends to be driven by visual stimuli, such as color, shape, size, and spatial arrangement [14], which is considered as a bottom-up processing [21]
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