Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing

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

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

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.
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.
LanguageEnglish
Title of host publicationProceedings of the 39th International Conference on Information Systems (ICIS)
Number of pages17
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Date2018
StatePublished - 2018
EventThe 39th International Conference on Information Systems. ICIS 2018: Bridging the Internet of People, Data, and Things - San Francisco, United States
Duration: 13 Dec 201816 Dec 2018
Conference number: 39
https://icis2018.aisconferences.org/

Conference

ConferenceThe 39th International Conference on Information Systems. ICIS 2018
Number39
CountryUnited States
CitySan Francisco
Period13/12/201816/12/2018
Internet address
SeriesProceedings of the International Conference on Information Systems
ISSN0000-0033

Keywords

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

Cite this

Li, Y., Lim, E. T. K., Liu, Y., & Tan, C-W. (2018). Tangiblizing Your Service: The Role of Visual Cues in Service E-Tailing. In 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.",
keywords = "Service tangibility, Visual rhetoric, Deep learning, Computer vision, Service tangibility, Visual rhetoric, Deep learning, Computer vision",
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booktitle = "Proceedings of the 39th International Conference on Information Systems (ICIS)",
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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. in 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, San Francisco, United States, 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.

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-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. In 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).