Consumer attention to price in social commerce: Eye tracking patterns in retail clothing
Consumer attention to price in social commerce: Eye tracking patterns in retail clothing
Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce, few studies consider its importance in social commerce. This study uses eye tracking to examine observational behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products. This study employs interventions both directly related (via different prices of clothes and price visibility) and indirectly related (via human models vs. mannequins) to the price label. Results show a U-shape function for fixations on price and total fixations on a page with respect to price for females who buy for themselves and males who buy for their partners. This finding points not only to the utilitarian position of price, but also to its informational role. This study introduces a conceptual framework for further research, focused on the mechanisms through which social commerce can lead to increased sales and profits.
5008 - 5013
Ramachandran Girija, Vishnu Menon
cf91657e-cd61-4431-9e25-c6ad94ba9ee0
Sigurdsson, Valdimar
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Larsen, Nils Magne
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Fagerstrøm, Asle
2e7ab829-2193-43a6-8264-c10cc63e2fb1
Foxall, Gordon R
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5 May 2016
Ramachandran Girija, Vishnu Menon
cf91657e-cd61-4431-9e25-c6ad94ba9ee0
Sigurdsson, Valdimar
7d4995e2-b6b4-4d04-be74-1ffac6aef3ba
Larsen, Nils Magne
1f19fc32-7a6f-4063-9d0f-b4037f0bea65
Fagerstrøm, Asle
2e7ab829-2193-43a6-8264-c10cc63e2fb1
Foxall, Gordon R
1ebea0d0-0585-4a9f-8e82-af30e6dedf4d
Ramachandran Girija, Vishnu Menon, Sigurdsson, Valdimar, Larsen, Nils Magne, Fagerstrøm, Asle and Foxall, Gordon R
(2016)
Consumer attention to price in social commerce: Eye tracking patterns in retail clothing.
Journal of Business Research, 69 (11), .
(doi:10.1016/j.jbusres.2016.04.072).
Abstract
Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce, few studies consider its importance in social commerce. This study uses eye tracking to examine observational behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products. This study employs interventions both directly related (via different prices of clothes and price visibility) and indirectly related (via human models vs. mannequins) to the price label. Results show a U-shape function for fixations on price and total fixations on a page with respect to price for females who buy for themselves and males who buy for their partners. This finding points not only to the utilitarian position of price, but also to its informational role. This study introduces a conceptual framework for further research, focused on the mechanisms through which social commerce can lead to increased sales and profits.
Text
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More information
Accepted/In Press date: 1 April 2016
Published date: 5 May 2016
Identifiers
Local EPrints ID: 495278
URI: http://eprints.soton.ac.uk/id/eprint/495278
ISSN: 0148-2963
PURE UUID: f145cc9c-d895-427b-9c39-70a363e4e34e
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Date deposited: 06 Nov 2024 17:47
Last modified: 07 Nov 2024 03:10
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Contributors
Author:
Vishnu Menon Ramachandran Girija
Author:
Valdimar Sigurdsson
Author:
Nils Magne Larsen
Author:
Asle Fagerstrøm
Author:
Gordon R Foxall
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