The effect of online display image's visual effects on consumer behavior: HMR products

Abstract

Background Recently, the home meal replacements (HMR) market and the online shopping market has grown. As a result, companies are showing a branding strategy that stimulates consumers' desire to buy with a variety of display images. This indicates that display images in HMR are one of the important factors influencing consumers' online purchasing decisions. Therefore, this study looks at which HMR product display images affect consumer behavior, reflecting the recent increase in HMR product display images. This study also investigates whether the HMR online display image has a positive effect on consumer behavior through perceived quality and self-image congruence. Methods First, we developed the experimental stimulus image, through literature research and case analysis. Second, we designed the image with a food styling effect (expression group, nonexpression group) x HMR package display type (package stand-alone type, cooking example type, expert image inclusion type), depending on the visual effects of display images. The survey was conducted on 352 male and female consumers. Third, the average comparison of the major variables according to the visual effects of the display image, the mediating effect of perceived quality and self-image congruence, and the relationship between each of the variables were empirically analyzed. Results In online shopping malls, the display image that expresses food styling or provides a cooking example, was effective. These images show that consumers can have a more hopeful and ideal experience than they actually are. In other words, consumers perceive quality through ideal images and evaluate products by matching their own image, which is shown to be positive consumer attitudes and purchase intention. In addition, the display image that provides visual information about products such as famous people (experts), has a significant effect. Conclusions This study will be used as an indicator for companies to consider when to brand HMR products or to plan display images in online shopping malls, and to help companies develop design strategies. © 2020 Korean Society of Design Science.