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Consumer attention to price in social commerce: Eye tracking patterns in retail clothing

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  • Menon, R.G. Vishnu
  • Sigurdsson, Valdimar
  • Larsen, Nils Magne
  • Fagerstrøm, Asle
  • Foxall, Gordon R.

Abstract

Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce, few studies consider its importance in social commerce. This study uses eye tracking to examine observational behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products. This study employs interventions both directly related (via different prices of clothes and price visibility) and indirectly related (via human models vs. mannequins) to the price label. Results show a U-shape function for fixations on price and total fixations on a page with respect to price for females who buy for themselves and males who buy for their partners. This finding points not only to the utilitarian position of price, but also to its informational role. This study introduces a conceptual framework for further research, focused on the mechanisms through which social commerce can lead to increased sales and profits.

Suggested Citation

  • Menon, R.G. Vishnu & Sigurdsson, Valdimar & Larsen, Nils Magne & Fagerstrøm, Asle & Foxall, Gordon R., 2016. "Consumer attention to price in social commerce: Eye tracking patterns in retail clothing," Journal of Business Research, Elsevier, vol. 69(11), pages 5008-5013.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5008-5013
    DOI: 10.1016/j.jbusres.2016.04.072
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    References listed on IDEAS

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    Cited by:

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    2. Ladeira, Wagner Junior & de Oliveira Santini, Fernando & Pinto, Diego Costa, 2022. "Clockwise versus counterclockwise turning bias: Moderation effects of foot traffic and cognitive experience on visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    3. Aladwani, Adel M., 2018. "A quality-facilitated socialization model of social commerce decisions," International Journal of Information Management, Elsevier, vol. 40(C), pages 1-7.
    4. Bridget K Behe & Patricia T Huddleston & Kevin L Childs & Jiaoping Chen & Iago S Muraro, 2020. "Seeing through the forest: The gaze path to purchase," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-19, October.
    5. Ming-Hsiung Hsiao, 2021. "Influence of interpersonal competence on behavioral intention in social commerce through customer-perceived value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 44-55, March.
    6. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Sohn, Jeong Woong & Kim, Jin Ki, 2020. "Factors that influence purchase intentions in social commerce," Technology in Society, Elsevier, vol. 63(C).
    8. Qi Li & Ni Liang & Eldon Y. Li, 2018. "Does friendship quality matter in social commerce? An experimental study of its effect on purchase intention," Electronic Commerce Research, Springer, vol. 18(4), pages 693-717, December.
    9. Yang, Shuai & Wang, Yizhe & Li, Zhen & Chen, Chiyin & Yu, Ziyue, 2022. "Time-of-day effects on (un)healthy product purchases: Insights from diverse consumer behavior data," Journal of Business Research, Elsevier, vol. 152(C), pages 447-460.
    10. Wang, Qiuzhen & Ma, Da & Chen, Hanyue & Ye, Xuhong & Xu, Qing, 2020. "Effects of background complexity on consumer visual processing: An eye-tracking study," Journal of Business Research, Elsevier, vol. 111(C), pages 270-280.

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