The role of price in display complexity's impact on horticultural plant purchase intention: An eye-tracking study

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-11-10 DOI:10.1016/j.jretconser.2024.104124

Jie Li , Bridget Behe , Patricia Huddleston , Scott Thatcher

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引用次数: 0

Abstract

Given that most live plants are still sold in physical stores, the influence of in-store display complexity on visual attention and purchase intention interests both practitioners and scholars. However, the interactive role of price and display complexity on choice has yet to be studied. Using Split-attention Effect in Cognitive Load Theory and Price-Quality Heuristic as theoretical frameworks, we conducted a within-subjects experiment using eye-tracking technology. We explored how price signs and display complexity affect visual attention and purchase intention. Prices were varied for two levels (regular vs. discounted) and display complexity was varied for 6, 12, and 24-item displays. Participants chose their most preferred option and indicated their purchase intention. Our study suggests that price moderates the Display Complexity (DC)-Likelihood-to-Buy (LTB) and Visual Attention on Sign (VAS) - LTB relationship. LTB increases with DC at a regular price, while LTB does not vary by DC at a discounted price. At a regular price, VAS is negatively related to LTB, while at a discounted price, VAS is positively associated with LTB. Implications for retailers include increasing the number of plants on display when no discount is offered and making regular price signs more appealing.

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价格在展示复杂性对园艺植物购买意向的影响中的作用：眼动追踪研究

鉴于大多数活体植物仍在实体店销售，店内陈列的复杂性对视觉注意力和购买意向的影响引起了从业人员和学者的兴趣。然而，价格和陈列复杂性对选择的交互作用还有待研究。我们以认知负荷理论中的分离注意效应和价格-质量启发式为理论框架，利用眼动跟踪技术进行了一项被试内实验。我们探讨了价格标识和展示复杂性如何影响视觉注意力和购买意向。价格分为两个等级（正常价格与折扣价格），展示复杂度分为 6、12 和 24 个项目。参与者选择自己最喜欢的选项并表明购买意向。我们的研究表明，价格调节了展示复杂度（DC）-购买可能性（LTB）和标志上的视觉注意力（VAS）-LTB 的关系。在正常价格下，LTB 随显示复杂度的增加而增加，而在折扣价格下，LTB 不随显示复杂度的变化而变化。在正常价格下，VAS 与 LTB 呈负相关，而在折扣价格下，VAS 与 LTB 呈正相关。这对零售商的启示包括在不提供折扣时增加展示植物的数量，并使正价标志更具吸引力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.