Merchandising the intangibles: Unraveling the benefits of visualizing consumption experience in service e-tailing

Xiaohui Liu, Yijing Li, Eric T.K. Lim, Hefu Liu, Yong Liu, Chee Wee Tan

Tutkimustuotos: Artikkeli kirjassa/konferenssijulkaisussaConference article in proceedingsScientificvertaisarvioitu

Abstrakti

Images have been extensively employed in service e-tailing to overcome the intangible nature of services. Despite the importance of delineating the physical vibe where service is delivered, there is a paucity of research on how visual cues can be designed in images to communicate the actual consumption experience of a service offering and in turn, drive customers' purchasing behavior. Synthesizing extant literature on service tangibility, we identify consumption process and outcome as two predominant dimensions of service consumption that entice purchase by enhancing the informativity of a service offering both associatively and epistemically. Additionally, we consider consumer's reliance on service tangibility as an impetus that alters the power of visualizations. Conceiving human elements as the communicator that transmits consumption information, we employ computer vision techniques to extract human in the portal images of more than 299,000 localized service offerings and propose an experimental design for future investigations.

AlkuperäiskieliEnglanti
OtsikkoProceedings of the 23rd Pacific Asia Conference on Information Systems: Secure ICT Platform for the 4th Industrial Revolution, PACIS 2019
KustantajaAssociation for Information Systems
TilaJulkaistu - 2019
OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisussa
TapahtumaPacific Asia Conference on Information Systems - Xi'an, Kiina
Kesto: 8 heinäk. 201912 heinäk. 2019
Konferenssinumero: 23

Julkaisusarja

Nimi Pacific Asia Conference on Information Systems
ISSN (elektroninen)2689-6354

Conference

ConferencePacific Asia Conference on Information Systems
LyhennettäPACIS
Maa/AlueKiina
KaupunkiXi'an
Ajanjakso08/07/201912/07/2019

Sormenjälki

Sukella tutkimusaiheisiin 'Merchandising the intangibles: Unraveling the benefits of visualizing consumption experience in service e-tailing'. Ne muodostavat yhdessä ainutlaatuisen sormenjäljen.

Siteeraa tätä