Human model pictures in e-commerce: exploring the effect of self-image on product choice and consumers’ purchase intention

Autores

  • Francine Zanin Bagatini IMED - Faculdade Meridional.
  • Eduardo Rech IMED - Faculdade Meridional.
  • Rafael Luis Wagner IMED - Faculdade Meridional.

Resumo

This research intends to verify the influence of self-image on purchase intention product choice in an online retail setting, by varying the product presentation (with or without a human model using the product). Two experimental studies showed that pictures with a human model using the product yielded greater product choice and purchase intention than pictures without a human model. It was also shown that self-image acts as a mechanism which promotes greater purchase intention. The results of this research highlight the importance of the pictures selected by the company when presenting a product in the e-commerce environment.

Track: Consumer Behavior

Biografia do Autor

Francine Zanin Bagatini, IMED - Faculdade Meridional.

Mestranda do Mestrado em Administração na Faculdade Meridional (PPGA/IMED). Bolsista PROSUP/CAPES.

Eduardo Rech, IMED - Faculdade Meridional.

Doutor pelo PPGA da Escola de Administração da UFRGS. Professor da IMED Bussiness School e do Programa de Pós-graduação em Administração da IMED (PPGA/IMED).

Rafael Luis Wagner, IMED - Faculdade Meridional.

Mestre em Administração pela Faculdade Meridional - IMED (Linha de pesquisa: Gestão Estratégica e Relações com o Mercado). Egresso do PPGA/IMED.

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Publicado

2019-09-17

Conferência

CLAV 2019 - 12o. Congresso Latino Americano de Varejo

Modalidade

Artigos - Científicos