کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
5035019 1370109 2017 14 صفحه PDF سفارش دهید دانلود کنید
عنوان انگلیسی مقاله
Using Visual Design to Improve Customer Perceptions of Online Assortments
ترجمه فارسی عنوان
استفاده از طراحی بصری برای بهبود درک مشتری از طبقه بندی آنلاین
کلمات کلیدی
خرده فروشی آنلاین؛ تنوع درک شده؛ مجموعه محصولات؛ فلسفه ادراکی؛ توجه؛ پیچیدگی بصری؛
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


- In the future more shopping will be online or on smart phones.
- Consumers attention to retailer stimuli on mobile will be quick and automatic.
- Visual design decisions in assortment depictions will be important.

In the future, we expect to see more shopping on-line or on smart phones. This suggests that understanding how visual design decisions can influence consumers' reactions to online assortments is important. New advances in neuro-marketing techniques, such as sophisticated eye tracking methodology, can help understand exactly what drives consumers' attention and processing efficiency.Visual stimuli on small screens is frequently processed very quickly leading to perceptions that form automatically often without cognitive intervention. Thus, savvy retailers should strategically use design elements of the assortments and of packaging to direct attention and increase the ease of processing. Assortments that are easier to process are liked more and are judged to have more perceived variety. Complexity must be minimized so that assortments can be parsed immediately. Categorization, organizational structure, filtering and other design elements can also help with choice overload.

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ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 93, Issue 1, March 2017, Pages 29-42
نویسندگان
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