Transcript HCC 831: Assignment 6
Influence of Detailed Photographs of Product on Customer’s Purchase Decision Sanjay Kumar Ranganayakulu Nikhil Bendre Shaunak Natu
OVERVIEW
• • • • • • • • Introduction Hypothesis Design of Experiment AOI’s User Testing Results Conclusion Future Scope
INTRODUCTION
• • • • • Increase in online shopping.
Need for better on-line product marketing Less research on influence of detailed photographs in customers purchase decision People generally tend to read the reviews Apartment selection as a product domain was selected since one of our team members worked on developing the website as an intern.
HYPOTHESIS
Hypothesis 1: If a set of detailed photographs of an apartment are presented then people would tend to read less reviews.
Hypothesis 2: People would respond positively after viewing a webpage with detailed set of photographs of the product versus the webpage with only one photograph of the product.
DESIGN OF EXPERIMENT
• 2 by 2 within-subjects repeated measure design • Constant review quality • Independent variables (IV) 1. Level of Detail • High level of detail • Low level of detail 2. Apartment Quality • Good • Bad
DESIGN OF EXPERIMENT
• Dependent variables (DV) 1. Objective • Fixation duration • Fixation counts 2. Subjective • Preference ranking
2 LAYOUTS, 4 APARTMENTS
AOI
USER TESTING
• 21 Participants , 18 Graduate and 3 undergraduate students • TOBII ET-1750 Eye tracker • Randomized the webpage layouts to minimize the order effects • Preference Ranking of the webpage layouts
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RESULTS
Quality of apartment: Good Levels of details: High and Low AOIs: Pictures and Reviews Interaction Plot of Mean Fixation Duration
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HEAT MAP AND CLUSTER PLOT
Quality of apartment: Good Levels of details: High and Low High Low
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RESULTS
Quality of apartment: Bad Levels of details: High and Low AOIs: Pictures and Reviews Interaction Plot of Mean Fixation Duration
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HEAT MAP AND CLUSTER PLOT
Quality of apartment: Bad Levels of details: High and Low High Low
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RESULTS
AOI: Pictures Quality of apartment: Good and Bad Level of details: High and Low Interaction Plot of Mean Fixation Duration
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RESULTS
AOI: Reviews Quality of apartment: Good and Bad Level of details: High and Low Interaction Plot of Mean Fixation Duration
CLUSTER PLOT
• Quality of apartment: Good • Level of Detail: High
CLUSTER PLOT
• Quality of apartment: Good • Level of Detail: Low
CLUSTER PLOT
• Quality of apartment: Bad • Level of Detail: High
CLUSTER PLOT
• Quality of apartment: Bad • Level of Detail: Low
RESULTS
Overall preference ranking distribution
CONCLUSION
• Participants tend to spend more time to make a decision if there are less number of pictures than detailed pictures, since they have to rely more on the reviews.
• Preference ranking data indicates that detailed pictures of an apartment could influence people to prefer an apartment even though the quality of reviews is same.
FUTURE SCOPE
• • • • Change the quality of reviews • Good • Bad Extend it for different products Use a larger sample size More representative sample demographics.