Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China

Research Article

The Influence of Contextual Clues on Consumers’ Attitudes towards Products

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  • @INPROCEEDINGS{10.4108/eai.17-6-2022.2322593,
        author={Chunhua  Sun and Pengzhen  Li},
        title={The Influence of Contextual Clues on Consumers’ Attitudes towards Products },
        proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China},
        publisher={EAI},
        proceedings_a={ICIDC},
        year={2022},
        month={10},
        keywords={contextual clues; visual attention; cognitive response; product attitude; eye tracker},
        doi={10.4108/eai.17-6-2022.2322593}
    }
    
  • Chunhua Sun
    Pengzhen Li
    Year: 2022
    The Influence of Contextual Clues on Consumers’ Attitudes towards Products
    ICIDC
    EAI
    DOI: 10.4108/eai.17-6-2022.2322593
Chunhua Sun1,*, Pengzhen Li1
  • 1: Hefei University of Technology
*Contact email: sunchunhua@hfut.edu.cn

Abstract

Display is the link between products and consumers in online shopping. Designing better displays for products is the main content that retailers are concerned in the event of communicating with consumers. Previous studies focused on how clues affect consumers through perceptions of quality and price, while few studies explored this problem from the combination of consumers’ visual activities and cognitive responses. This study focuses on the contextual clues of clothing and explores the influence of contextual clues richness on consumers’ attitudes to products in clothing displays through eye movement experimental data and questionnaire data. Studies have shown that moderately rich contextual clues can obtain the best product attitudes, and visual attention and cognitive response play an intermediary role in this process. This study enriches the research on the influence of multi-clues on consumers’ behaviors in the clothing field and provides guidance and suggestions for online retailers’ product displays design.