The Effects Of Picture Formats On Emotions And Impulse Buying Intentions Online Shopping

Objective:Extant research work in impulse buying focuses on the Westerncontext. Based on the theory from environmental psychology, this paper analyzes thecausal relations among stimuli, affect, and impulse buying intentions in our country.Methods: In this study, We assumpt that picture formats may trigger a differentintent to buy products and services impulsively. An experiment was performed in orderto explore the effects of picture formats on the emotions and impulse buyingintentions.Three distinct picture formats of World Wide Web pages were set up:(1) the picture with background and model(2) the picture with model and without background(3) the picture without background and modelThe environmental psychology approach, which is often used as a framework forunderstanding the emotional and behavioural responses of consumers in a physical retailenvironment, was used in this study as the basis for the framework for assessing theeffects of picture formats on emotions and impulse buying intentions. Participants wererecruited from female graduate student at Dalian medical university and offered elegantgift for their participation. Before the respondents were randomly assigned to oneparticular stimulus, a series of questions about their on-line shopping experience, andimpulse buying tendencies were asked. This research use PAD emotional responsequestionnaire and basic material questionnaire, using the software of SPSS to statisticalanalysis.Results: The results of this study indicate that displaying the picture withoutbackground and model had a greater effect on the impulse buying intent than showingthe picture with background and model and the picture with model and withoutbackground. In addition, different picture formats caused emotional responses.Unexpectedly, the picture with background and model did not necessarily generate more buying intention than the picture without background and model. Finally, both positiveand negative emotions affect shopper’s impulse buying intentions and serve asimportant mediators.Conclusion: Therefore, it is recommended that electronic commerce andmarketing managers use the picture without background and model for eliciting aneffective consumer response.