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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

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.
Original languageEnglish
Title of host publicationPACIS 2018 Proceedings
Number of pages8
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2019
Article number495
Publication statusPublished - 2019
Event23rd Pacific Asia Conference on Information Systems: Secure ICT Platform for the 4th Industrial Revolution, PACIS 2019 - Shaanxi Guesthouse, Xi’an, China
Duration: 8 Jul 201912 Jul 2019
Conference number: 23
http://www.pacis2019.org/

Conference

Conference23rd Pacific Asia Conference on Information Systems: Secure ICT Platform for the 4th Industrial Revolution, PACIS 2019
Number23
LocationShaanxi Guesthouse
CountryChina
CityXi’an
Period08/07/201912/07/2019
Internet address

Keywords

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

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