Title: The Influence of Online Visual Merchandising (Product Display Method Element) on Perceived Product Quality, Perceived Risk and Purchase Intention on Click Webstore
Authors: Rr. Putri Larasati
Item Type: Thesis
Affiliations: Master of Science in Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Given the increasing popularity of the internet globally, online fashion sales have also shown remarkable growth over time. Given the high growth in the population of fashion product buyers on the Internet, the effects of visual merchandising on websites have attracted the attention of researchers. One of the High Task Relevant Elements in online visual merchandising is product demonstration, namely how a product is presented (product display method). In connection with the importance of visual merchandising in apparel e-merchants, the study focused on identifying the impact of different product display methods on actual purchase intention behavior and how they influence perceived product quality and perceived risk. This study was conducted on respondents who had previously shopped online and were interested in shopping. Based on the results of the study, it can be concluded that different product display methods have an influence on perceived product quality, perceived risk, and purchase intention, especially when using body models and additional props simultaneously. In addition, perceived product quality felt by customers can reduce perceived risk and increase purchase intention in the webstore.
Keywords: e-tailing, e-commerce, visual merchandising, online visual merchandising, product display, product demonstration, online shopping, e-merchants.