The Effect Of Product Description Page Layout On Consumers’attention,Memory And Preference

By June 2019,the scale of consumer who buy things online in China has increased to639 million(China Institute of Business Industry,2019).It can be seen that more and more consumers choose to purchase online and e-commerce businessmen also begin to pay more attention to the shop layout design in order to get much more attention form the consumer who are shopping online.Previous research has found the layout of online stores make a great effect on consumer behavior.While the product description page is the online page which consumers spend the longest time in online shopping.The layout of the product description page of consumer preferences can create a good shopping atmosphere,which is more conducive to the final consumer purchase.At the same time,the study found that consumers’ attention,memory and preference will affect the final purchase decision.Based on this,the research on the influence of product description page layout on consumers’ attention,memory and preference has important marketing significance for online businesses to formulate appropriate product description page layout scheme.Although the layout of product description page has important marketing significance,there are still several points necessary to be further studied: 1)there are a few researches on the layout of web page from the view of website homepage,website search page and website store homepage,but few researches are focused on product description page layout;2)there are only a few studies on the relationship between product description page and consumers behavior.We noticed these few researches only focused on the consumers’ browsing behavior and information extraction behavior of consumers,but there is still a lack of research on consumers’ attention,preference,especially memory effect;3)The research on other recommended thumbnails area and commodity attributes regions with different layouts in the product description page should be further studied.This paper used three sub-studies to do research on the inconsistency phenomena about two areas in product description page.The first study mainly focuses on how layout of other recommended product thumbnail areas in the product description page effect consumers’ attention and memory.On the basis of study 1,study 2 explored the boundary conditions of the influence of other recommended product thumbnail position on consumers’ attention and memory.The moderating effect of brand familiarity on consumers’ attention and memory was studied.The third study focuses on the influence of visual complexity on consumers’ attention,but finally focuses on the preference which has the greatest impact on consumers’ purchase behavior.And find out the mediating variables that cause the influence of visual complexity on consumer preference.Specific work and result can be divided into three parts:Firstly,we create a conceptual model about the impact of thumbnails display on consumers’ attention based on the Attention Inertia Theory.Then we put the consumers’ memory into this model because of the relationship between attention and memory.Finally,we build a whole conceptual model on the impact of thumbnails position on consumers’ attention and memory.Eye tracking data was collected and the recognition rate adjusted based on Signal Detective Theory were together used to confirm our model.We found that consumers’ attention and memory of the other recommended product thumbnails on the right side were better than those on the bottom.Secondly,we added a new variable called brand familiarity into the above model.In order to find the different effect of thumbnail location of products with high brand familiarity and low brand familiarity on consumers’ attention and memory.In this conceptual model,we recognized the brand familiarity as a moderator,then we used eye movement data combined the adjusted recognition rate to verity that the brand familiarity itself is a moderator in the model.It is found that in the product description pages with high brand familiarity,the difference between the location of other recommended product thumbnails and the effect on consumers’ attention and memory was more obvious,different locations also produce differences in attention and memory,but not by that much.Thirdly,this study builds on Processing Fluency Theory within an environmental psychology framework.A conceptual model of the influence on visual complexity impact consumers’ attention and preferences.We chooses the eye-movement data and questionnaires to confirm the relationship between visual complexity and consumers’ attention and preference.At the same time,the mediator in the above model named consumers’ processing fluency was tested by using the Bootstrap method.It is found that consumers not only pay more attention to the product attribute areas with low visual complexity,but also prefer the product attribute areas with low visual complexity.That because the higher processing fluency is,the more consumers prefer to the product attribute area.The innovation of this study is to focus on the product description page and explore the effect of the layout on the attention,memory and preference of consumers.The results are as follows: 1)the effect of the location of other recommended product thumbnails on the attention and memory of consumers is discussed,and a signal detection method is introduced to correct the memory effect so as to make the results more accurate;2)the boundary of the location of other recommended product thumbnails on the attention and memory of consumers is found;3)based on the Kaplan model,this paper explores the level of consumers’ visual complexity of commodity attributes with different combinations,then found the effect of visual complexity of product attribute region on consumers’ attractiveness(attention and preference),and reveals the intermediate mechanism of the influence of visual complexity on preference.According to the conclusion of the study,this paper provides a reasonable suggestion for the network shop merchants to design the web layout to improve the effect of the thumbnail advertising,which has a certain practical value.