Predicting the mobile consumer purchase behavior using quantified visual preferences

Abstract

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.