Buch, Englisch, 160 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 217 g
Reihe: Schriftenreihe electronic commerce, marketing & finance
Buch, Englisch, 160 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 217 g
Reihe: Schriftenreihe electronic commerce, marketing & finance
ISBN: 978-3-339-13460-8
Verlag: Verlag Dr. Kovac
From a theoretical perspective, fashion products are special in the sense that they possess a social function. They are visible, inherently conspicuous, and can communicate identity and belonging. Thus, I propose that for fashion products, appearance is a key driver of consumers’ purchase decision. However, we lack knowledge about a detailed set of visual characteristics and their relation to demand (i.e., sales and returns), which could help us understand consumers’ purchase decisions better. To fill this void, I determine a product’s design typicality and brand prominence based on the theories of processing fluency and conspicuous consumption. Then, I relate these visual characteristics to typical product sales patterns to understand how product appearance and sales patterns are related.Existing measurement approaches of visual characteristics mostly rely on manual procedures restraining research to small datasets. I therefore make use of state-of-the-art neural networks to extract visual characteristics. Thereby, I propose an automated measurement approach to determine the brand prominence of products, which was previously measured by human raters. My approach makes questions concerned with the conspicuousness of brands applicable to large-scale datatsets.Further, I analyze whether including a product’s appearance in sales or return predictions can make predictions more precise. To this end, I operationalize appearance by extracting image features from convolutional neural networks on top of a product’s design typicality and brand prominence. I draw on regression and various machine learning algorithms to predict sales and returns and find that visual characteristics have predictive power for sales but cannot help explain or predict product returns. Building on studies that analyze the importance of vision and touch in the purchase process, I propose that touch is the key driver to explain returns and not vision.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Textilindustrie
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Einzel- und Großhandel