Tangiblizing Your Service

The Role of Visual Cues in Service E-Tailing

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

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

Resumé

While past studies have acknowledged that both tangible and intangible features reside in all goods and services, a persistent challenge for online service retailing resides in the difficultly of portraying services online due to the latter’s abstract nature. Drawing on visual rhetoric theory, we advance human facial cues and verbal anchoring as visual cues that can bolster the appeal of tangible elements embedded in the portal image of a given service, which in turn culminates in increased sales. We further examine how the effects of facial cue and verbal anchoring are moderated by consumers’ reliance on the tangible cues of the service. By employing computer vision and deep learning techniques to parse out portal images of over 299,000 local service offerings on a popular Chinese group buying site, we discovered that the presence of facial cues and the richness of verbal anchoring embedded in the portal image of a service offering significantly increase sales. Our results further illustrate that these effects are reinforced by consumers’ perceived importance of service tangibility.
OriginalsprogEngelsk
TitelProceedings of the 39th International Conference on Information Systems (ICIS)
Antal sider17
Udgivelses stedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
Publikationsdato2018
ISBN (Elektronisk)9780996683173
StatusUdgivet - 2018
BegivenhedThe 39th International Conference on Information Systems. ICIS 2018: Bridging the Internet of People, Data, and Things - San Francisco, USA
Varighed: 13 dec. 201816 dec. 2018
Konferencens nummer: 39
https://icis2018.aisconferences.org/

Konference

KonferenceThe 39th International Conference on Information Systems. ICIS 2018
Nummer39
LandUSA
BySan Francisco
Periode13/12/201816/12/2018
Internetadresse
NavnProceedings of the International Conference on Information Systems
ISSN0000-0033

Emneord

  • Service tangibility
  • Visual rhetoric
  • Deep learning
  • Computer vision

Citer dette

Li, Y., Lim, E. T. K., Liu, Y., & Tan, C-W. (2018). Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing. I Proceedings of the 39th International Conference on Information Systems (ICIS) Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). Proceedings of the International Conference on Information Systems
Li, Yijing ; Lim, Eric T. K. ; Liu, Yong ; Tan, Chee-Wee. / Tangiblizing Your Service : The Role of Visual Cues in Service E-Tailing. Proceedings of the 39th International Conference on Information Systems (ICIS). Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2018. (Proceedings of the International Conference on Information Systems).
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title = "Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing",
abstract = "While past studies have acknowledged that both tangible and intangible features reside in all goods and services, a persistent challenge for online service retailing resides in the difficultly of portraying services online due to the latter’s abstract nature. Drawing on visual rhetoric theory, we advance human facial cues and verbal anchoring as visual cues that can bolster the appeal of tangible elements embedded in the portal image of a given service, which in turn culminates in increased sales. We further examine how the effects of facial cue and verbal anchoring are moderated by consumers’ reliance on the tangible cues of the service. By employing computer vision and deep learning techniques to parse out portal images of over 299,000 local service offerings on a popular Chinese group buying site, we discovered that the presence of facial cues and the richness of verbal anchoring embedded in the portal image of a service offering significantly increase sales. Our results further illustrate that these effects are reinforced by consumers’ perceived importance of service tangibility.",
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Li, Y, Lim, ETK, Liu, Y & Tan, C-W 2018, Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing. i Proceedings of the 39th International Conference on Information Systems (ICIS). Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the International Conference on Information Systems, The 39th International Conference on Information Systems. ICIS 2018, San Francisco, USA, 13/12/2018.

Tangiblizing Your Service : The Role of Visual Cues in Service E-Tailing. / Li, Yijing; Lim, Eric T. K.; Liu, Yong; Tan, Chee-Wee.

Proceedings of the 39th International Conference on Information Systems (ICIS). Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2018. (Proceedings of the International Conference on Information Systems).

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

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AB - While past studies have acknowledged that both tangible and intangible features reside in all goods and services, a persistent challenge for online service retailing resides in the difficultly of portraying services online due to the latter’s abstract nature. Drawing on visual rhetoric theory, we advance human facial cues and verbal anchoring as visual cues that can bolster the appeal of tangible elements embedded in the portal image of a given service, which in turn culminates in increased sales. We further examine how the effects of facial cue and verbal anchoring are moderated by consumers’ reliance on the tangible cues of the service. By employing computer vision and deep learning techniques to parse out portal images of over 299,000 local service offerings on a popular Chinese group buying site, we discovered that the presence of facial cues and the richness of verbal anchoring embedded in the portal image of a service offering significantly increase sales. Our results further illustrate that these effects are reinforced by consumers’ perceived importance of service tangibility.

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Li Y, Lim ETK, Liu Y, Tan C-W. Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing. I Proceedings of the 39th International Conference on Information Systems (ICIS). Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). 2018. (Proceedings of the International Conference on Information Systems).