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Does a big Duchenne smile really matter on e-commerce websites? An eye-tracking study in China

Author

Listed:
  • Qiuzhen Wang

    (Zhejiang University)

  • Zhengmin Xu

    (National Taiwan University)

  • Xiling Cui

    (Hong Kong Shue Yan University)

  • Lei Wang

    (Zhejiang University)

  • Chang Ouyang

    (Zhejiang University)

Abstract

The smile is the most common and universal human facial expression. This study investigates the joint effect of a model’s smile type and intensity on consumers’ attention and purchase intention. A 2 (smile type Duchenne smile vs. non-Duchenne smile) × 2 (smile intensity high vs. low) eye-tracking experiment was conducted to collect data on the eye movements of 52 female participants and their purchase intentions. Results showed that the product paired with a Duchenne smile drew more attention from the participants with stronger purchase intentions than a non-Duchenne smile. Moreover, smile intensity moderated the effects of smile type on the participants’ attention to the packshot (i.e., product picture) and product description. Specifically, when the smile intensity was low, a Duchenne smile drew more attention to the packshot and description than a non-Duchenne smile did. However, the effect was reversed for a smile with strong intensity.

Suggested Citation

  • Qiuzhen Wang & Zhengmin Xu & Xiling Cui & Lei Wang & Chang Ouyang, 2017. "Does a big Duchenne smile really matter on e-commerce websites? An eye-tracking study in China," Electronic Commerce Research, Springer, vol. 17(4), pages 609-626, December.
    • Handle: RePEc:spr:elcore:v:17:y:2017:i:4:d:10.1007_s10660-016-9237-4
    DOI: 10.1007/s10660-016-9237-4
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    References listed on IDEAS

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    1. Michel Wedel & Rik Pieters, 2000. "Eye Fixations on Advertisements and Memory for Brands: A Model and Findings," Marketing Science, INFORMS, vol. 19(4), pages 297-312, October.
    2. Howard, Daniel J & Gengler, Charles, 2001. "Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 189-201, September.
    3. Andrzejewski, Susan A. & Mooney, Emily C., 2016. "Service with a smile: Does the type of smile matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 135-141.
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    Cited by:

    1. Yumeng Miao & Rong Du & Jin Li & J. Christopher Westland, 2019. "A two-sided matching model in the context of B2B export cross-border e-commerce," Electronic Commerce Research, Springer, vol. 19(4), pages 841-861, December.
    2. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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