The Influence of Contextual Clues on Consumers’ Attitudes towards Products

Abstract

—Display is the link between products and consumers in online shopping. Designing better displays for products is the main content that retailers are concerned in the event of communicating with consumers. Previous studies focused on how clues affect consumers through perceptions of quality and price, while few studies explored this problem from the combination of consumers’ visual activities and cognitive responses. This study focuses on the contextual clues of clothing and explores the influence of contextual clues richness on consumers’ attitudes to products in clothing displays through eye movement experimental data and questionnaire data. Studies have shown that moderately rich contextual clues can obtain the best product attitudes, and visual attention and cognitive response play an intermediary role in this process. This study enriches the research on the influence of multi-clues on consumers’ behaviors in the clothing field and provides guidance and suggestions for online retailers’ product displays design.