Title: The Influence of Online Visual Merchandising (Product Display Method Element) on Perceived Product Quality, Perceived Risk and Purchase Intention on Click Webstore
Author: Rr. Princess Larasati
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Seeing the increasing popularity of the internet globally, online sales of fashion products have also shown extraordinary growth over time. Seeing the high growth in the population of fashion product buyers on the Internet, the effects of visual merchandising on websites have received attention from researchers. One of the High Task Relevant Elements in online visual merchandising is product demonstration, namely how a selling product is presented (product display method). In connection with the importance of visual merchandising in e-merchant apparel, research is focused on identifying the impact of different product display methods on actual purchase intention behavior and how it affects perceived product quality and perceived risk. This research was tested on respondents who had previously been and were interested in shopping online. Based on the research results, 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 displays (models) and additional props simultaneously. Apart from that, the perceived product quality felt by customers is able to reduce perceived risk and generate purchase intentions in the webstore.
Keywords: e-tailing, e-commerce, visual merchandising, online visual merchandising, product display, product demonstration, online shopping, e-merchants.
Sources: http://repository.unair.ac.id/39631/
