Title page for etd-0625115-143946


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URN etd-0625115-143946
Author Cheng-jr Hou
Author's Email Address No Public.
Statistics This thesis had been viewed 5106 times. Download 215 times.
Department Information Management
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title An Eye-Tracking Study of the Context of Product Pictures Impact on Appeal and Purchase Intention of E-commerce Websites
Date of Defense 2015-07-14
Page Count 88
Keyword
  • eye movement
  • purchase intention
  • visual appeal
  • context-independent pictures
  • contextualized pictures
  • product image
  • product attributes
  • Abstract This research aims to discuss the impact of the context of product images on the visual appeal of e-commerce websites and consumers’ purchase intention. In this study, experimental method and the eye tracker have been used. In the eye tracking experiment, the subjects were divided into two groups. The experimental stimuli in the control groups are context-independent pictures. Conversely, the experimental stimuli in the test group are contextualized pictures. The data was obtained with eye tracker and questionnaire. Then, the final result of this research proposes a conclusion and provides some suggestions for future research and industry.
    The result shows that the visual appeal of the websites and consumers’ purchase intention were significant influenced by the context of the product images. Besides, the context of the product images also displayed partial difference on the eyes movement. Moreover, this study also verifies that the difference of the product attributes would regulate the correlation between the structures.
    Advisory Committee
  • Yu-Chen, Yang - chair
  • Li-Ting Huang - co-chair
  • Hsin-Hui Lin - advisor
  • Files
  • etd-0625115-143946.pdf
  • Indicate in-campus at 0 year and off-campus access at 1 year.
    Date of Submission 2015-07-25

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