Online Visual Merchandising Cues Impacting Consumer Pleasure and Arousal: An Empirical Study

Arunkumar Sivakumar (), Sudarsan Jayasingh and Ernest Johnson
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Arunkumar Sivakumar: VIT-AP University, Andhra Pradesh, School of Business
Sudarsan Jayasingh: Sri Sivasubramaniya Nadar College of Engineering, Tamil Nadu, SSN School of Management
Ernest Johnson: University of Regina, Paul J. Hill School of Business, Faculty of Business Administration

A chapter in Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023), 2023, pp 12-21 from Springer

Abstract: Abstract The visual merchandising is a crucial aspect of physical and online retail establishments, as it significantly impacts consumer behavior. In an online retail setting, visual merchandising takes the form of online visual merchandising cues (OVMC), such as product images, videos, product descriptions, and website design. These elements are critical in attracting customers, increasing engagement, and driving sales. This study aims to focus on the significant OVMC influence on consumer pleasure and arousal. The study’s sample population comprised respondents who shop for electronics products online in the Vijayawada city of Andhra Pradesh, India. The study used the probability sampling design known as systematic random sampling and comprised 385 respondents. This study suggests that OVMC, including website aesthetic appeal, website ads, homepage landing, product reviews, and product feature explanation videos, are essential in persuading visitors to go from casual online browsing to purchasing electronic products. This study contributes to the existing body of literature by providing a comprehensive overview of the critical factors that impact consumer behavior in an online retail setting, specifically concerning electronic products. It provides insights into how marketers can use online visual cues to influence consumer behavior and drive sales in the e-commerce market. It offers insight into the OVMC and the key factors influencing consumer pleasure and arousal in online purchases so that online marketers can adapt their marketing strategies to reach and induce online purchasers effectively.

Keywords: Electronic Shopping; Consumer Arousal; Pleasure; Online Visual Merchandising Cues; E-commerce and E-retailing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-162-3_3

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