Abstract
This study mainly explored whether the relative position of the visual elements of price and product in the design of an online shopping page affects consumer preferences. The objective of this study is to determine whether the position of the two design elements of price and product to each other affects consumers’ preference for the product.
The results of the analysis of the questionnaires collected by the statistical software are as follows: (1) Combining the two categories of products, it was found that the order of consumers’ preference for the placement of price and product is: “product picture on the right and price on the left”, “product picture on the left and price on the right”, “product picture on top and price at the bottom”, and “product picture at the bottom and price on top”. (2) The orders of preference for price and product of the three representative products of daily appliances are the same, i.e. (3) According to the analysis of consumers’ preference for the relative position of price and product by age, those aged 15 to 25 and 26 to 35 preferred the “product picture on the left and price on the right”, while those aged 36 to 45 and 46 to 55 preferred the “product picture on the right and price on the left”. The results of this study reveal what patterns consumers prefer when viewing product advertisements in the current rise of e-commerce shopping platforms, which in turn leads to a positive impression of consumers on the product.
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Huang, YC., Hsu, Y. (2023). A Discussion on Consumer Kansei Over the Relative Position and Price of Commodities. In: Rau, PL.P. (eds) Cross-Cultural Design. HCII 2023. Lecture Notes in Computer Science, vol 14022. Springer, Cham. https://doi.org/10.1007/978-3-031-35936-1_35
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DOI: https://doi.org/10.1007/978-3-031-35936-1_35
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