What women want? How contextual product displays influence women's online shopping behavior

Eva M. González, Jan Hinrich Meyer, M. Paz Toldos

Research output: Indexed journal article Articlepeer-review

30 Citations (Scopus)

Abstract

A lack of touch and feel options inhibits online purchases; to enhance online product presentations, this study suggests a potential influence of rich contextual product displays, relative to plain white backgrounds. The results of five studies reveal that the product usage context influences purchase intentions among female customers. Women and men differ in their decision-making processes and evaluate different attributes and benefits prior to purchase. Displaying a product in a rich contextual setting appears to enhance women's perceptions of emotional value, which heightens their purchase intentions. This article also explicates the additive effect of including contextual elements and confirms the robustness of these effects across product categories and price changes. These findings suggest various notable implications for academics and practitioners.

Original languageEnglish
Pages (from-to)625-641
Number of pages17
JournalJournal of Business Research
Volume123
DOIs
Publication statusPublished - Feb 2021

Keywords

  • Contextual product display
  • Fashion retailing
  • Gender differences
  • Online retailing
  • Purchase intention
  • Value perception

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