Merchandising the Intangibles: Unraveling the Benefits of Visualizing Consumption Experience in Service E-Tailing

Xiaohui Liu, Yijing Li, Eric T.K. Lim, Hefu Liu, Yong Liu, Chee-Wee Tan

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


Images have been extensively employed in service e-tailing to overcome the intangible nature of services. Despite the importance of delineating the physical vibe where service is delivered, there is a paucity of research on how visual cues can be designed in images to communicate the actual consumption experience of a service offering and in turn, drive customers’ purchasing behavior. Synthesizing extant literature on service tangibility, we identify consumption process and outcome as two predominant dimensions of service consumption that entice purchase by enhancing the informativity of a service offering both associatively and epistemically. Additionally, we consider consumer’s reliance on service tangibility as an impetus that alters the power of visualizations. Conceiving human elements as the communicator that transmits consumption information, we employ computer vision techniques to extract human in the portal images of more than 299,000 localized service offerings and propose an experimental design for future investigations.
TitelPACIS 2019 Proceedings
RedaktørerDongming Xu, James Jiang, Hee-Woong Kim
Antal sider8
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
StatusUdgivet - 2019
BegivenhedThe 23rd Pacific Asia Conference on Information Systems. PACIS 2019 - Shaanxi Guesthouse, Xi’an, Kina
Varighed: 8 jul. 201912 jul. 2019
Konferencens nummer: 23


KonferenceThe 23rd Pacific Asia Conference on Information Systems. PACIS 2019
LokationShaanxi Guesthouse


  • Service e-tailing
  • Service tangibility
  • Informativity
  • Computer vision