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

Resumé

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.
OriginalsprogEngelsk
TitelECIS 2019 Proceedings
Antal sider11
Udgivelses stedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
Publikationsdato2019
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
http://ecis2019.eu/

Konference

KonferenceThe 27th European Conference on Information Systems (ECIS) 2019
Nummer27
LokationStockholm University
LandSverige
ByStockholm
Periode08/06/201914/06/2019
Internetadresse
NavnProceedings of the European Conference on Information Systems
ISSN0000-0034

Emneord

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

Citer dette

Liu, X., Li, Y., Lim, E. T. K., Liu, Y., & Tan, C-W. (2019). The Power of Beauty: Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase. I ECIS 2019 Proceedings Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). Proceedings of the European Conference on Information Systems
Liu, Xiaohui ; Li, Yijing ; Lim, Eric T.K. ; Liu, Yong ; Tan, Chee-Wee. / The Power of Beauty : Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase. ECIS 2019 Proceedings. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2019. (Proceedings of the European Conference on Information Systems).
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title = "The Power of Beauty: Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase",
abstract = "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.",
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Liu, X, Li, Y, Lim, ETK, Liu, Y & Tan, C-W 2019, The Power of Beauty: Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase. i ECIS 2019 Proceedings. Association for Information Systems. AIS Electronic Library (AISeL), Atlanta, GA, Proceedings of the European Conference on Information Systems, The 27th European Conference on Information Systems (ECIS) 2019, Stockholm, Sverige, 08/06/2019.

The Power of Beauty : Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase. / Liu, Xiaohui; Li, Yijing; Lim, Eric T.K.; Liu, Yong; Tan, Chee-Wee.

ECIS 2019 Proceedings. Atlanta, GA : Association for Information Systems. AIS Electronic Library (AISeL), 2019. (Proceedings of the European Conference on Information Systems).

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

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AU - Tan, Chee-Wee

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Liu X, Li Y, Lim ETK, Liu Y, Tan C-W. The Power of Beauty: Leveraging on Deep Learning to Disentangle the Effect of Image Aesthetics on Online Purchase. I ECIS 2019 Proceedings. Atlanta, GA: Association for Information Systems. AIS Electronic Library (AISeL). 2019. (Proceedings of the European Conference on Information Systems).