Like it, buy it? Examining the role of bookmarking in the mediation of visual appeal and purchase intent from a dual-system perspective

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Purpose While prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory. Design/methodology/approach The authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company. Findings This study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it. Originality/value This study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.
Publisher
EMERALD GROUP PUBLISHING LTD
Issue Date
2024-05
Language
English
Article Type
Article
Citation

INDUSTRIAL MANAGEMENT & DATA SYSTEMS, v.124, no.5, pp.1877 - 1901

ISSN
0263-5577
DOI
10.1108/IMDS-02-2023-0131
URI
http://hdl.handle.net/10203/323039
Appears in Collection
MT-Journal Papers(저널논문)
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