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首页> 外文期刊>Journal of Business Research >What women want? How contextual product displays influence women's online shopping behavior
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What women want? How contextual product displays influence women's online shopping behavior

机译：女人想要什么？背景产品如何影响女性的在线购物行为

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摘要

A lack of touch and feel options inhibits online purchases; to enhance online product presentations, this study suggests a potential influence of rich contextual product displays, relative to plain white backgrounds. The results of five studies reveal that the product usage context influences purchase intentions among female customers. Women and men differ in their decision-making processes and evaluate different attributes and benefits prior to purchase. Displaying a product in a rich contextual setting appears to enhance women's perceptions of emotional value, which heightens their purchase intentions. This article also explicates the additive effect of including contextual elements and confirms the robustness of these effects across product categories and price changes. These findings suggest various notable implications for academics and practitioners.
机译：缺乏触摸和感觉选择抑制在线购买;为了增强在线产品演示文稿，本研究表明，相对于普通的白色背景，富有语境产品显示的潜在影响。五项研究结果表明，产品使用环境影响女性客户之间的购买意图。妇女和男性在其决策过程中不同，并在购买前评估不同的属性和福利。在丰富的上下文环境中显示产品似乎增强了女性对情绪价值的看法，这加剧了他们的购买意图。本文还阐述了包括上下文元素的添加效果，并确认跨产品类别和价格变化的这些影响的稳健性。这些调查结果表明对学者和从业者的各种显着影响。

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