IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v123y2021icp625-641.html
   My bibliography  Save this article

What women want? How contextual product displays influence women’s online shopping behavior

Author

Listed:
  • González, Eva M.
  • Meyer, Jan-Hinrich
  • Paz Toldos, M.

Abstract

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.

Suggested Citation

  • González, Eva M. & Meyer, Jan-Hinrich & Paz Toldos, M., 2021. "What women want? How contextual product displays influence women’s online shopping behavior," Journal of Business Research, Elsevier, vol. 123(C), pages 625-641.
    • Handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:625-641
    DOI: 10.1016/j.jbusres.2020.10.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632030655X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.10.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Roggeveen, Anne L. & Grewal, Dhruv & Schweiger, Elisa B., 2020. "The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience," Journal of Retailing, Elsevier, vol. 96(1), pages 128-137.
    2. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    3. McDowell, William C. & Wilson, Rachel C. & Kile, Charles Owen, 2016. "An examination of retail website design and conversion rate," Journal of Business Research, Elsevier, vol. 69(11), pages 4837-4842.
    4. Petia K. Petrova & Robert B. Cialdini, 2005. "Fluency of Consumption Imagery and the Backfire Effects of Imagery Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 442-452, December.
    5. González, Eva M. & Esteva, Eduardo & Roggeveen, Anne L. & Grewal, Dhruv, 2016. "Amount off versus percentage off—when does it matter?," Journal of Business Research, Elsevier, vol. 69(3), pages 1022-1027.
    6. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    7. Lee, Ha Kyung & Choo, Ho Jung, 2019. "Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation," Journal of Business Research, Elsevier, vol. 104(C), pages 170-182.
    8. Lindström, Annika & Berg, Hanna & Nordfält, Jens & Roggeveen, Anne L. & Grewal, Dhruv, 2016. "Does the presence of a mannequin head change shopping behavior?," Journal of Business Research, Elsevier, vol. 69(2), pages 517-524.
    9. Algharabat, Raed & Abdallah Alalwan, Ali & Rana, Nripendra P. & Dwivedi, Yogesh K., 2017. "Three dimensional product presentation quality antecedents and their consequences for online retailers: The moderating role of virtual product experience," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 203-217.
    10. Pascual-Miguel, Félix J. & Agudo-Peregrina, Ángel F. & Chaparro-Peláez, Julián, 2015. "Influences of gender and product type on online purchasing," Journal of Business Research, Elsevier, vol. 68(7), pages 1550-1556.
    11. Previte, Josephine & Russell-Bennett, Rebekah & Mulcahy, Rory & Hartel, Charmine, 2019. "The role of emotional value for reading and giving eWOM in altruistic services," Journal of Business Research, Elsevier, vol. 99(C), pages 157-166.
    12. Lee, Woojin & Gretzel, Ulrike, 2012. "Designing persuasive destination websites: A mental imagery processing perspective," Tourism Management, Elsevier, vol. 33(5), pages 1270-1280.
    13. Puccinelli, Nancy M. & Chandrashekaran, Rajesh & Grewal, Dhruv & Suri, Rajneesh, 2013. "Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions," Journal of Retailing, Elsevier, vol. 89(2), pages 115-125.
    14. Yoo, Jungmin & Kim, Minjeong, 2014. "The effects of online product presentation on consumer responses: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 67(11), pages 2464-2472.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Raza, Ali & Wasim, Manahil & Ishaq, Muhammad Ishtiaq, 2024. "Virtual reality-based product displays to inspire consumers’ purchase intentions: An experimental study," Journal of Business Research, Elsevier, vol. 175(C).
    3. Byun, Kate Jeonghee & Park, Jimi & Yoo, Shijin & Cho, Minhee, 2023. "Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    4. Cindy Helinski & Gerhard Schewe, 2022. "The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women," Sustainability, MDPI, vol. 14(15), pages 1-25, August.
    5. Kexiao Xie & Dongkai Lin & Weihan Zhu & Yongqiang Ma & Jiaxiong Qiu & Youcheng Chen & Zhidan Chen, 2023. "Analysis of Influencing Factors on the Willingness and Behavioral Consistency of Chinese Consumers to Purchase Tea via E-Commerce Platforms," Agriculture, MDPI, vol. 13(10), pages 1-17, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cheng, Peiyao & Zhang, Chao, 2023. "Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Ghiassaleh, Arezou & Kocher, Bruno & Czellar, Sandor, 2024. "The effects of benefit-based (vs. attribute-based) product categorizations on mental imagery and purchase behavior," Journal of Retailing, Elsevier, vol. 100(2), pages 239-255.
    3. Ha, Sejin & Huang, Ran & Park, Jee-Sun, 2019. "Persuasive brand messages in social media: A mental imagery processing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 41-49.
    4. Raza, Ali & Wasim, Manahil & Ishaq, Muhammad Ishtiaq, 2024. "Virtual reality-based product displays to inspire consumers’ purchase intentions: An experimental study," Journal of Business Research, Elsevier, vol. 175(C).
    5. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    6. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    7. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Diana Gavilan & Maria Avello, 2020. "Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery," SAGE Open, , vol. 10(4), pages 21582440209, November.
    9. Grewal, Dhruv & Roggeveen, Anne L., 2020. "Understanding Retail Experiences and Customer Journey Management," Journal of Retailing, Elsevier, vol. 96(1), pages 3-8.
    10. Maier, Erik & Dost, Florian, 2018. "Fluent contextual image backgrounds enhance mental imagery and evaluations of experience products," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 207-220.
    11. Stefan Hoffmann & Tom Joerß & Robert Mai & Payam Akbar, 2022. "Augmented reality-delivered product information at the point of sale: when information controllability backfires," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 743-776, July.
    12. Villanova, Daniel & Bodapati, Anand V. & Puccinelli, Nancy M. & Tsiros, Michael & Goodstein, Ronald C. & Kushwaha, Tarun & Suri, Rajneesh & Ho, Henry & Brandon, Renee & Hatfield, Cheryl, 2021. "Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time," Journal of Retailing, Elsevier, vol. 97(1), pages 116-132.
    13. Barone, Michael J. & Coulter, Keith S. & Li, Xingbo, 2020. "The Upside of Down: Presenting a Price in a Low or High Location Influences How Consumers Evaluate It," Journal of Retailing, Elsevier, vol. 96(3), pages 397-410.
    14. Padmavathy, Chandrasekaran & Swapana, Murali & Paul, Justin, 2019. "Online second-hand shopping motivation – Conceptualization, scale development, and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 19-32.
    15. Kim, Seeun & Baek, Tae Hyun & Yoon, Sukki, 2020. "The effect of 360-degree rotatable product images on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    16. Molinillo, Sebastian & Aguilar-Illescas, Rocío & Anaya-Sánchez, Rafael & Carvajal-Trujillo, Elena, 2022. "The customer retail app experience: Implications for customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Scholdra, Thomas P. & Wichmann, Julian R.K. & Reinartz, Werner J., 2023. "Reimagining personalization in the physical store," Journal of Retailing, Elsevier, vol. 99(4), pages 563-579.
    18. Grewal, Dhruv & Benoit, Sabine & Noble, Stephanie M. & Guha, Abhijit & Ahlbom, Carl-Philip & Nordfält, Jens, 2023. "Leveraging In-Store Technology and AI: Increasing Customer and Employee Efficiency and Enhancing their Experiences," Journal of Retailing, Elsevier, vol. 99(4), pages 487-504.
    19. Sheng-Chi Chen & Shari S. C. Shang, 2021. "Sustaining User Experience in a Smart System in the Retail Industry," Sustainability, MDPI, vol. 13(9), pages 1-14, May.
    20. Michael J. Barone & Xingbo Li & Karen Page Winterich & Keith B. Lyle, 2018. "Social-Spatial Effects in Pricing: When and How Vertical Orientations Shape Processing of Price Comparisons," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(3), pages 137-145, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:123:y:2021:i:c:p:625-641. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.