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Consumer attention to price in social commerce: Eye tracking patterns in retail clothing

Menon, R.G. Vishnu, Sigurdsson, Valdimar, Larsen, Nils Magne, Fagerstrøm, Asle and Foxall, Gordon Robert 2016. Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research 69 (11) , pp. 5008-5013. 10.1016/j.jbusres.2016.04.072

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Abstract

Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce, few studies consider its importance in social commerce. This study uses eye tracking to examine observational behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products. This study employs interventions both directly related (via different prices of clothes and price visibility) and indirectly related (via human models vs. mannequins) to the price label. Results show a U-shape function for fixations on price and total fixations on a page with respect to price for females who buy for themselves and males who buy for their partners. This finding points not only to the utilitarian position of price, but also to its informational role. This study introduces a conceptual framework for further research, focused on the mechanisms through which social commerce can lead to increased sales and profits.

Item Type: Article
Date Type: Published Online
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Uncontrolled Keywords: Social commerce; F-commerce; Price; Attention; Eye tracking; Retail clothing
Publisher: Elsevier
ISSN: 0148-2963
Date of First Compliant Deposit: 6 May 2016
Date of Acceptance: 1 April 2016
Last Modified: 04 Jun 2017 09:07
URI: http://orca.cf.ac.uk/id/eprint/90601

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