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Consumer visual attention and behaviour of online clothing

Consumer visual attention and behaviour of online clothing The purpose of this paper is to study online clothing consumers' behaviour and their visual attention mechanism to provide objective and quantitative evidences for the display and sales of online clothing.Design/methodology/approachFirstly, this paper conducted a Focus Group Methodology and questionnaire survey to obtain concern factors of online clothing. Secondly, the online clothing's bottom-up visual stimulation and consumer's top-down expectations were analysed, and proposed the hypotheses about significant stimulus of clothing and consumer's emotional experience. Thirdly, the online clothing consumer's visual attention rules and related qualitative results were discussed, and proposed visual attention law for online clothing. Finally, took the company's 84th quarter clothing design practices as research projects, all the hypotheses were demonstrated through eye movement physiology experiments, online clothing trial release and node sales data.FindingsOnline clothing has unique visual display ways compared with other online products such as online advertising, brands and food packaging. Clothing patterns of unfamiliar (fresh) font shapes are more attractive than the patterns of familiar fonts. The cause of the bottom-up visual attention bias is the contrast between clothing features, not the absolute stimulus intensity of the features themselves. Clothing factors can change their emotional experience from no difference to significant difference under the influence of other clothing factors.Originality/valuePut forward hypotheses of online clothing consumer behaviour and its visual attention mechanism, provided objective and quantitative evidences through eye tracker. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Clothing Science and Technology Emerald Publishing

Consumer visual attention and behaviour of online clothing

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0955-6222
DOI
10.1108/ijcst-02-2020-0029
Publisher site
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Abstract

The purpose of this paper is to study online clothing consumers' behaviour and their visual attention mechanism to provide objective and quantitative evidences for the display and sales of online clothing.Design/methodology/approachFirstly, this paper conducted a Focus Group Methodology and questionnaire survey to obtain concern factors of online clothing. Secondly, the online clothing's bottom-up visual stimulation and consumer's top-down expectations were analysed, and proposed the hypotheses about significant stimulus of clothing and consumer's emotional experience. Thirdly, the online clothing consumer's visual attention rules and related qualitative results were discussed, and proposed visual attention law for online clothing. Finally, took the company's 84th quarter clothing design practices as research projects, all the hypotheses were demonstrated through eye movement physiology experiments, online clothing trial release and node sales data.FindingsOnline clothing has unique visual display ways compared with other online products such as online advertising, brands and food packaging. Clothing patterns of unfamiliar (fresh) font shapes are more attractive than the patterns of familiar fonts. The cause of the bottom-up visual attention bias is the contrast between clothing features, not the absolute stimulus intensity of the features themselves. Clothing factors can change their emotional experience from no difference to significant difference under the influence of other clothing factors.Originality/valuePut forward hypotheses of online clothing consumer behaviour and its visual attention mechanism, provided objective and quantitative evidences through eye tracker.

Journal

International Journal of Clothing Science and Technology – Emerald Publishing

Published: Apr 29, 2021

Keywords: Visual attention; Clothing display; Consumer behaviour; Eye tracking

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