Camera Perspectives Influence of Apparel E-commerce Images on Visual Attention and Consumer Purchase Interest: Evidence from Eye Tracking

Abstract

This study implements the eye-tracking method to analyze participants’ eye movement data to stimuli in order to assess images from different camera perspectives of apparel clothing on online shopping websites. The results show consumer preferences for camera perspectives on apparel e-commerce: images with models displaying the item are better than enlarged images of the single item; images with scenario backgrounds receive more visual attention than images with the background removed, images with scenario backgrounds also provide customers greater mental stimulation for use of the product; although the participants answered that they prefer models with their faces visible when displaying the item, however through the eye-tracking experiment, results show that images where model’s faces are not visible receive greater visual attention. KEYWORD: camera perspective; e-commerce; eye movement; visual attention; visual behavior. International Conference on Social Science, Education Management and Sports Education (SSEMSE 2015) © 2015. The authors Published by Atlantis Press 1908 complexity and aesthetic appeal in order to systematically analyze the participant’s preference in artistic style[8]. Another experiment that involved eye-tracking examined consumer eye movement trajectory when looking at designer handbags, as well as the duration fixated on a specific region of the product when online shopping, the study analyzed the influencing factors of consumer visual attention [9]. Therefore, we can establish that it is feasible to implement the eye-tracking technique to analyze actual consumer behavior, especially for practical communication on online marketing platforms. This study focuses on the influence of camera perspectives of online apparel products on product attention and consumer purchase interest. By implementing the eye-tracking experiment, this study provides implications for optimizing visual depiction for online apparel products, intended to assist designers and market practitioners in future strategies for visual website layout and camera perspectives of models and products. 2 RESEARCH QUESTIONS This study intends to examine the relevance between different camera perspectives of online apparel products and consumer attention and purchase interest, the experimental analysis is conducted to observe consumer visual pattern. This study aims to optimize product images for greater attraction and better stimulation for consumer purchase interest. The way products are depicted on websites facilitates mental stimulation and evokes heightened consumer purchase intentions[3], therefore this study proposes the following three research questions: 1. By comparing graphic images to examine apparel product depictions online, including “images with model displaying item” and “enlarged images of single item”, and implementing the eye-tracking technique, which kind of image attracts longer visual attention and generates greater interest in the product? 2. On the apparel website, when the image of the product shows a model wearing the item, two kinds of camera perspectives are included: “model’s face is visible when displaying the item” and “below head images of the model displaying the item (therefore eliminating the relative factor of the model’s face (beautiful or ugly). This is to examine the observer’s eye movement. 3. On the apparel website, when the image of the product is shows a model wearing the item, two kinds of depictions are included: “removed backgrounds” and “scenario backgrounds (specific settings)”. This is to examine the relationship between the depicted product and the observer’s preference and mental stimulation. 3 METHOD