IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i11p5008-5013.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316302351
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2016.04.072?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. Oh, Hyunjoo & Petrie, Jenny, 2012. "How do storefront window displays influence entering decisions of clothing stores?," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 27-35.
    2. Su, Yin & Rao, Li-Lin & Li, Xingshan & Wang, Yong & Li, Shu, 2012. "From quality to quantity: The role of common features in consumer preference," Journal of Economic Psychology, Elsevier, vol. 33(6), pages 1043-1058.
    3. Rao, Akshay R & Monroe, Kent B, 1988. "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 253-264, September.
    4. Olivier Toubia & Martijn G. de Jong & Daniel Stieger & Johann Füller, 2012. "Measuring Consumer Preferences Using Conjoint Poker," Marketing Science, INFORMS, vol. 31(1), pages 138-156, January.
    5. Savannah Wei Shi & Michel Wedel & F. G. M. (Rik) Pieters, 2013. "Information Acquisition During Online Decision Making: A Model-Based Exploration Using Eye-Tracking Data," Management Science, INFORMS, vol. 59(5), pages 1009-1026, May.
    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. 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.
    2. Orquin, Jacob L. & Bagger, Martin P. & Lahm, Erik S. & Grunert, Klaus G. & Scholderer, Joachim, 2020. "The visual ecology of product packaging and its effects on consumer attention," Journal of Business Research, Elsevier, vol. 111(C), pages 187-195.
    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. 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.
    5. 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.
    6. 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).
    7. 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.
    8. 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.
    9. 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).
    10. Sohn, Jeong Woong & Kim, Jin Ki, 2020. "Factors that influence purchase intentions in social commerce," Technology in Society, Elsevier, vol. 63(C).

    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. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2018. "Inferring Attribute Non-Attendance Using Eye Tracking in Choice-Based Conjoint Analysis," Rationality and Competition Discussion Paper Series 111, CRC TRR 190 Rationality and Competition.
    2. Geoffrey Fisher, 2023. "Measuring the Factors Influencing Purchasing Decisions: Evidence From Cursor Tracking and Cognitive Modeling," Management Science, INFORMS, vol. 69(8), pages 4558-4578, August.
    3. Cervi, Cleber & Brei, Vinicius Andrade, 2022. "Choice deferral: The interaction effects of visual boundaries and consumer knowledge," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2020. "Inferring attribute non-attendance using eye tracking in choice-based conjoint analysis," Journal of Business Research, Elsevier, vol. 111(C), pages 290-304.
    5. Francisco B. Galarza & Gabriella Wong, 2017. "The Impact of Price Information on Consumer Behavior: An Experiment," Working Papers 106, Peruvian Economic Association.
    6. Bryce, Cormac & Dowling, Michael & Lucey, Brian, 2020. "The journal quality perception gap," Research Policy, Elsevier, vol. 49(5).
    7. Chavez, Daniel E. & Palma, Marco A. & Nayga, Rodolfo M. & Mjelde, James W., 2020. "Product availability in discrete choice experiments with private goods," Journal of choice modelling, Elsevier, vol. 36(C).
    8. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    9. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    10. Anita Gärling & John Thøgersen, 2001. "Marketing of electric vehicles," Business Strategy and the Environment, Wiley Blackwell, vol. 10(1), pages 53-65, January.
    11. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    12. Meißner, Martin & Oppewal, Harmen & Huber, Joel, 2020. "Surprising adaptivity to set size changes in multi-attribute repeated choice tasks," Journal of Business Research, Elsevier, vol. 111(C), pages 163-175.
    13. Samek, Anya & Hur, Inkyoung & Kim, Sung-Hee & Yi, Ji Soo, 2016. "An experimental study of the decision process with interactive technology," Journal of Economic Behavior & Organization, Elsevier, vol. 130(C), pages 20-32.
    14. Greenacre, Luke & Martin, James & Patrick, Sarah & Jaeger, Victoria, 2016. "Boundaries of the centrality effect during product choice," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 32-38.
    15. Weisstein, Fei L. & Kukar-Kinney, Monika & Monroe, Kent B., 2016. "Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet," Journal of Business Research, Elsevier, vol. 69(10), pages 4313-4320.
    16. Mariconda, Simone & Lurati, Francesco, 2015. "Does familiarity breed stability? The role of familiarity in moderating the effects of new information on reputation judgments," Journal of Business Research, Elsevier, vol. 68(5), pages 957-964.
    17. Daniella Kupor & Kristin Laurin & Chris Janiszewski & J Jeffrey Inman, 2020. "Probable Cause: The Influence of Prior Probabilities on Forecasts and Perceptions of Magnitude [Perceived Intent Motivates People to Magnify Observed Harms]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 833-852.
    18. Kukar-Kinney, Monika & Ridgway, Nancy M. & Monroe, Kent B., 2012. "The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers," Journal of Retailing, Elsevier, vol. 88(1), pages 63-71.
    19. Clare M D'Souza & David Prentice, 2001. "Auctioneer Strategy and Pricing: Evidence from an Art Auction," Working Papers 2001.05, School of Economics, La Trobe University.
    20. Liangyan Wang & Xun Deng & Haipeng (Allan) Chen, 2024. "A rose by any other name would smell as sweet? The impact of hierarchical labeling on consumers’ choices in tiered pricing plans," Marketing Letters, Springer, vol. 35(2), pages 259-273, June.

    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:69:y:2016:i:11:p:5008-5013. 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.