The Power of Beauty: Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase

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

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


Visuals have been deemed as one of the primary marketing formats in service e-tailing environ-ments to compensate for the abstract and intangible nature of services. Yet, despite the overwhelm-ing empirical evidence attesting to the importance of aesthetics in product and website designs, there is a dearth of research on how the beauty of images depicting service offerings could affect consumers’ behaviour. Subscribing to Stimuli-Organism-Response (S-O-R) framework, we attempt to elucidate the power of aesthetics in shaping consumers’ cognitive and emotional responses when they are exposed to the portal image of a service offering. Additionally, we endeavour to explore the heterogeneity of consumers’ responses or their centrality of visual aesthetics, to such images. Blending computer vision and deep learning techniques, we advance a computable and decomposable aesthetic assessment method for scoring the aesthetics of portal images belonging to more than 299,000 local service offerings on a leading Chinese group buying site. We then em-ploy Propensity Score Matching (PSM) to yield initial evidence demonstrating that aesthetics ex-erts significant effects on the online sales of services.
TitelECIS 2019 Proceedings
Antal sider11
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
ISBN (Trykt)9781733632508
StatusUdgivet - 2019
BegivenhedThe 27th European Conference on Information Systems (ECIS) 2019: Information Systems for a Sharing Society - Stockholm University, Stockholm, Sverige
Varighed: 8 jun. 201914 jun. 2019
Konferencens nummer: 27


KonferenceThe 27th European Conference on Information Systems (ECIS) 2019
LokationStockholm University
NavnProceedings of the European Conference on Information Systems


  • Image aesthetics
  • Service e-tailing
  • S-O-R framework
  • Deep learning