Gender differences regarding the product's online visual representation: impact on satisfaction and purchase intention

Abstract

The websites’ design has been revealed as a key factor for the success of online transactions. In addition, searching for information about products is one of the most frequent activities on the Internet. Thus, the online prod uct presentation is representing a challenge for marketers and designers, since they have to present the products to satisfy the consumers’ needs. This study analyses the effects of different visual representations of the product on users’ satisfaction with the website and online purchase inten tion. Besides, the gender is considered as a moderator of these relation ships with the aim of finding the best design combination for each gender. An experiment was carried out in which the visual representation of the product was manipulated by means of its size, quality and movement. The results of the analyses allow us to stress the importance of the online prod uct presentation for affecting consumers’ perceptions and intentions.