Rola realizmu wielkości produktów prezentowanych online w kształtowaniu preferencji nabywców

• Autorzy: Tomasz Wanat

Warianty tytułu

The Role of Products Size Realizm in Forming Buyer Preferences in Online Presentation

• Języki publikacji: PL

Abstrakty

Sposób prezentowania produktów online różni się od prezentowania produktów w sklepach tradycyjnych. W handlu online brak jest zachowania realizmu wielkości opakowania, polegającego na przedstawianiu na zdjęciach produktów dużych i małych w taki sam sposób. Celem artykułu jest określenie wpływu realizmu wielkości opakowania na preferencje nabywców. Wyniki badania na planie quasi-eksperymentu online wskazują na występowanie takiego wpływu moderowanego przez postrzeganą trudność zadania. Kobiety, które były respondentami w badaniu, w przypadku traktowania zadania jako łatwe, wybierały produkty o małych objętościach częściej gdy te były prezentowane w taki sam sposób jak produkty duże niż wtedy gdy były prezentowane z zachowaniem proporcji ich wielkości. Gdy zadanie były uznawane jako trudne zależności były odwrotne. (abstrakt oryginalny)

EN

Presentation manner of online products differs from the presentation of products in brick and mortar stores. In online environment there is a lack of product size realism, consisting in presenting large and small products in the same way. The purpose of the article is to determine the impact of the product size realism on the preferences of buyers. The results of an online study, on the quasi-experiment plan, indicate the existence of such impact - moderated by the perceived difficulty of the task. Women who were respondents in the study, in the case of treating the task as easy, chose products with small volumes more often when small products were presented in the same way as large products than when they were presented with the proportions of their size. When the task was considered as difficult dependencies were reversed. (original abstract)

Słowa kluczowe

PL

Opakowania; Merchandising; Handel elektroniczny; Percepcja produktu; Psychologia postrzegania; Preferencje konsumenta; Badania konsumenckie; Wyniki badań

EN

Packaging; Merchandising; e-commerce; Product perception; Psychology of perception; Consumer preferences; Consumer research; Research results

• Czasopismo: Marketing i Rynek
• Rocznik: 2018
• Numer: nr 4 (CD)
• Strony: 570--581

Twórcy

autor

Tomasz Wanat

• Uniwersytet Ekonomiczny w Poznaniu

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