Predicting the mobile consumer purchase behavior using quantified visual preferences = 정량화된 시각적선호도를 이용한 모바일 소비자 구매행태 예측

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Most mobile consumers usually make decision in a split second whether the product is preferred or not. And this decision making is made faster than in front of the desktop. This paper insists that the decision making process is highly depending on the product’s first impression and tries to predict the formed visual preference based on perceived colorfulness and perceived visual complexity of the product. This research is largely divided into two studies. In the Study 1, an S-O-R path model from visual preference to consumer’s bookmarking and purchase intention will be demonstrated with moderating effect of age and gender. By using the mobile commerce data from Brandi in real context, Study 2 substantiate the previous visual preference model fitted with colorfulness and visual complexity which are calculated via image processing.
Advisors
Ahn, Jae Hyeonresearcher안재현researcher
Description
한국과학기술원 :경영공학부,
Publisher
한국과학기술원
Issue Date
2017
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 경영공학부, 2017.8,[iii, 40 p. :]

Keywords

colorfulness▼avisual complexity▼avisual preference▼abookmarking▼aimage processing; 색채▼a시각적 복잡도▼a시각적 선호도▼a상품찜▼a영상처리

URI
http://hdl.handle.net/10203/242737
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=719375&flag=dissertation
Appears in Collection
MT-Theses_Master(석사논문)
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