| Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 103 === This research aims to discuss the impact of the context of product images on the visual appeal of e-commerce websites and consumers’ purchase intention. In this study, experimental method and the eye tracker have been used. In the eye tracking experiment, the subjects were divided into two groups. The experimental stimuli in the control groups are context-independent pictures. Conversely, the experimental stimuli in the test group are contextualized pictures. The data was obtained with eye tracker and questionnaire. Then, the final result of this research proposes a conclusion and provides some suggestions for future research and industry.
The result shows that the visual appeal of the websites and consumers’ purchase intention were significant influenced by the context of the product images. Besides, the context of the product images also displayed partial difference on the eyes movement. Moreover, this study also verifies that the difference of the product attributes would regulate the correlation between the structures.
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