proposal paper - the effect of visual product aesthetics in social commerce on customers’...

7/24/2019 Proposal Paper - The Effect of Visual Product Aesthetics in Social Commerce on Customers Purchasing Decision

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Table of Contents

Chapter 1

Introduction2-3

Background of the Study3-4

Background of the Research Study4-5

Specic Proble Stateent5-!

Research "uestions!

Research #b$ecti%es&

Signicant of the Study&

Chapter 2

'he (oncept of )esthetics*

Social (oerce+

'heoretical ,oundation.-

/pirical 0esign-2

(onceptual 1odel3-4

Chapter 3

Research 0esign 5

0ata 'ype (ollection 1ethod!

"uestionnaire 0esign!


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'he /ect of isual Product )esthetics in Social (oerce on

(ustoers Purchasing 0ecision

Sapling 1ethods&

0ata )nalysis

&

Chapter 4

6ann (hart Budget *

/7pected #utcoe 8iitations and Iplications+

CHAPTER 1

1.1 Introduction

9o:adays; any consuers are getting ore concerned

regarding the %isual aesthetics of the product that they are using or

purchasing< 'he iportance of the %isual product aesthetics is being

ephasi=ed greatly by the consuers as the >concerns notnecessarily only the functional ?uality of the apparel ite; but in

fact the :hole of the sensory; eotional and cogniti%e satisfaction

that could pro%ide a coplete aesthetic e7perience as part of the

?uality of the ite @Alerk and 8ubbe; 2..*; ,iore and 0ahorst;

++2 ,iore and Aile; ++&C< ) research by 8a:; Dong and Eip;

@2.2C entioned that by ha%ing a distincti%e and appropriate

%isual aesthetics; the consuers :ill be in a positi%e ood that this

inFuences an increase in purchase intention; store loyalty; repeated

purchase and the store or product perceptions< 'his :ill ha%e the

%isual product aesthetics carry the denition of the le%el of the

signicance of the %isual aesthetics holds for the consuers

relationship :ith the product that inFuences their perception and

reaction :hen the product is present as an aesthetic or cultural

stiulus @Bloch et al; 2..3 8agier; 2..2Cas %irtual stores are becoing

ore coonplace :ith increasing consuer use of obile and

online shoppingJ @Du et al< 2.3C< Ho:e%er there is still lacking in

research that in%estigate the diension of %isual product aesthetics

in the conte7t of social coerce< Relati%ely fe: studied ha%e

actually ephasised on both of the area @eg< SaQnche=-,ranco and

1artn-elicia; 2.. Du et althis is an iportant addition to current kno:ledge

about the inFuence of product appearance on consuer preference;

and has iplications for anagers o%erseeing aspects of product

de%elopent relating to aligning the design eort :ith target

custoers and deterining specic product design e7ecutionsJ

regarding their study on consuer preference and %isual product

syetry< 'his could be benecial for the entrepreneur and the

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society to learn the iportance of %isual product aesthetics and

apply the in the arketing strategy and product de%elopentlaunched on 9o%eber ; 2..5;

on EahooWs Shoposphere is the earliest attept to plunge into social

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coerceJ @Rothberg; 2..5C< Its >Pick 8istsJ feature allo:s users to

coent on and re%ie: products lists< 'he user-generated content

akes Shoposphere like a >blogosphereJ @Rothberg; 2..5C< 'he

starts of this concept lead to any ne: idea of cobining the

internet and coerce together as soon >the general trend is to

incorporate social net:orking functions into shopping acti%ities and;

at the sae tie; e7plore suitable and practical business odelsJ

@Dang and Khang; 2.2C6oogle launches its social net:ork

ser%ice; 6oogleX; :hich is e7pected to lead to g-coerce in the

near futureJ< @Dang and Khang; 2.2C< Dith this; :e e7pect to see

ore of social coerce de%elopent and integration :ith

business concepts in the futuredened aesthetic styleJ; A measurement scale of

aesthetic style applied to luxury goods stores; ol


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hierarchical of its trait and value antecedents and its "ehavioral

consequences; ol

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