The Impact Of The Space-to-product Arrangement Ratio Of The Shopping App On Customer Purchase Intention

Nowadays,more and more people use the mobile phone app for shopping,at the same time,more and more people prefer to chose a concise product arrangement in the shopping app because the concise product arrangement can make consumers impressed in a short time,thus increasing the possibility of purchase.Therefore,the space-to-product arrangement ratio has become a very important part of product arrangement in the shopping app.Based on the cognitive psychology S-O-R model and prior research,this paper construct its own research model,and then conducted empirical research by using experimental methods.This experiment set up a 2(Space-to-product arrangement ratio:high or low)�2(product type:hedonic or utilitarian)between-subjects design.Finally,ANOVA variance analysis and Bootstrap analysis were used for research and verification,drawing some important suggestion.The results of these two experiments show that the Space-to-product arrangement ratio has a positive impact on consumers' purchase intention;The Space-to-product arrangement ratio,on the one hand,positively influences aesthetic perception,resulting in a positively affects purchase intention;On the other hand,negatively affects crowding perception,which in turn affects the perception of aesthetics,thus result in affecting the purchase intention;The mediating effect of crowding perception on the Space-to-product arrangement ratio on purchase intention is not significant;The result found no significant differences in a influence of hedonic product and utilitarian product on purchase intention.According to the experimental research's conclusions,this study proposes following marketing suggestions:(1)Reduce unnecessary content of app product arrangement page,placing important image and text in the significant position;(2)The Space-to-Product arrangement ratio in the shopping app is suitable for60%-70%;(3)The background color of app pages should be the same or the similar color;(4)The color of the background in app page is selected from light-colored colors such as white,light gray,or light sky blue.