Enriching product exposure in e-commerce through a hedonistic and utilitarian cue
With the projected growth in the global wine market, the ongoing impact of the COVID-19 pandemic, and the increasing prevalence of e-commerce, a pressing need arises to devise unique and engaging ways to present product offerings. While prior research has shed light on the potential of online sales...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2024-05-01
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| Series: | Wine Economics and Policy |
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| Online Access: | https://oaj.fupress.net/index.php/wep/article/view/15067 |
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| author | Andrzej Szymkowiak Urszula Garczarek-Bąk Armand Faganel |
| author_facet | Andrzej Szymkowiak Urszula Garczarek-Bąk Armand Faganel |
| author_sort | Andrzej Szymkowiak |
| collection | DOAJ |
| description | With the projected growth in the global wine market, the ongoing impact of the COVID-19 pandemic, and the increasing prevalence of e-commerce, a pressing need arises to devise unique and engaging ways to present product offerings. While prior research has shed light on the potential of online sales platforms for wineries and the role of wine bottle labels in influencing consumer purchasing behavior, scant attention has been given to the presentation of wine products in the realm of e-commerce. Therefore, the primary objective of this study is to examine the impact of including visual cues (symbols) in online product displays on individuals’ perceptions of the product and their likelihood to make a purchase. Specifically, we aim to investigate how the placement of elements related to wine consumption, such as a ‘Glass’, and the representation of the product’s raw materials, such as a bunch of ‘Grapes’, affect consumer purchasing choices. The results from a simulated online wine store demonstrate the substantial influence of including a ‘Glass’ symbol on consumers’ selections. Furthermore, a series of eye-tracking laboratory experiments conducted in Poland, involving a total of 140 participants, provides deeper insight into underlying mechanisms. These findings reveal that augmenting a wine product with a hedonic symbol, such as a ‘Glass’, significantly enhances consumer perception of the product. Additionally, it exerts influence on their ‘Product Attitude’ and ‘Product Taste’ assessment, both of which are integral components of product perception. This study has the potential to offer valuable insights for wine marketers, e-commerce retailers and researchers specializing in the field of consumer behavior and marketing. Beyond the wine industry, the implications of this research extend to other sectors that rely on e-commerce platforms for sales.
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| format | Article |
| id | doaj-art-c389e0e942b14fb8b0a6fb317e6d1957 |
| institution | Kabale University |
| issn | 2213-3968 2212-9774 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-c389e0e942b14fb8b0a6fb317e6d19572025-08-20T03:51:09ZengFirenze University PressWine Economics and Policy2213-39682212-97742024-05-0113110.36253/wep-15067Enriching product exposure in e-commerce through a hedonistic and utilitarian cueAndrzej Szymkowiak0Urszula Garczarek-Bąk1Armand Faganel2Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcka 129, 165 00 Praha-SuchdolDepartment of Commerce and Marketing, Poznan University of Economics and Business, Al. Niepodległości 10, 61-875 PoznańFaculty of Management, University of PrimorskaWith the projected growth in the global wine market, the ongoing impact of the COVID-19 pandemic, and the increasing prevalence of e-commerce, a pressing need arises to devise unique and engaging ways to present product offerings. While prior research has shed light on the potential of online sales platforms for wineries and the role of wine bottle labels in influencing consumer purchasing behavior, scant attention has been given to the presentation of wine products in the realm of e-commerce. Therefore, the primary objective of this study is to examine the impact of including visual cues (symbols) in online product displays on individuals’ perceptions of the product and their likelihood to make a purchase. Specifically, we aim to investigate how the placement of elements related to wine consumption, such as a ‘Glass’, and the representation of the product’s raw materials, such as a bunch of ‘Grapes’, affect consumer purchasing choices. The results from a simulated online wine store demonstrate the substantial influence of including a ‘Glass’ symbol on consumers’ selections. Furthermore, a series of eye-tracking laboratory experiments conducted in Poland, involving a total of 140 participants, provides deeper insight into underlying mechanisms. These findings reveal that augmenting a wine product with a hedonic symbol, such as a ‘Glass’, significantly enhances consumer perception of the product. Additionally, it exerts influence on their ‘Product Attitude’ and ‘Product Taste’ assessment, both of which are integral components of product perception. This study has the potential to offer valuable insights for wine marketers, e-commerce retailers and researchers specializing in the field of consumer behavior and marketing. Beyond the wine industry, the implications of this research extend to other sectors that rely on e-commerce platforms for sales. https://oaj.fupress.net/index.php/wep/article/view/15067 e-commercewine marketinghedonistic cueutilitarian cueeye tracking. |
| spellingShingle | Andrzej Szymkowiak Urszula Garczarek-Bąk Armand Faganel Enriching product exposure in e-commerce through a hedonistic and utilitarian cue Wine Economics and Policy e-commerce wine marketing hedonistic cue utilitarian cue eye tracking. |
| title | Enriching product exposure in e-commerce through a hedonistic and utilitarian cue |
| title_full | Enriching product exposure in e-commerce through a hedonistic and utilitarian cue |
| title_fullStr | Enriching product exposure in e-commerce through a hedonistic and utilitarian cue |
| title_full_unstemmed | Enriching product exposure in e-commerce through a hedonistic and utilitarian cue |
| title_short | Enriching product exposure in e-commerce through a hedonistic and utilitarian cue |
| title_sort | enriching product exposure in e commerce through a hedonistic and utilitarian cue |
| topic | e-commerce wine marketing hedonistic cue utilitarian cue eye tracking. |
| url | https://oaj.fupress.net/index.php/wep/article/view/15067 |
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