Product Images Attracting Attention : Eye-tracking Analysis

• Published in: Asia Pacific Journal of Information Systems Vol. 29; no. 4; pp. 731 - 751
• Main Authors: Shin, Pavel, Suh, Kil-Soo, Kang, Hyunjeong
• Format: Journal Article
• Language: English
• Published: 한국경영정보학회 31.12.2019
• Subjects: 경영학; Facial Expression; Positioning; Product Photo; Eye-tracking; Symmetry
• ISSN: 2288-5404; 2288-6818
• DOI: 10.14329/apjis.2019.29.4.731

This study examined the impact of various product photo features on the attention of potential consumers in online apparel retailers’ environment. Recently, the method of apparel’s product photo representation in online shopping stores has been changed a lot from the classic product photos in the early days. In order to investigate if this shift is effective in attracting consumers' attention, we examined the related theory and verified its effect through laboratory experiments. In particular, experiment data was collected and analyzed using eye tracking technology. According to the results of this study, it was shown that the product photos with asymmetry are more attractive than symmetrical photos, well emphasized object within a photo more attractive than partially emphasized, smiling faces are more attractive for customer than emotionless and sad, and photos with uncentered models focus more consumer’s attention than photos with model in the center. These results are expected to help design internet shopping stores to gaze more customers’ attention.