Visual Influences of Quantity Display in Online Grocery Retailing-Peking University HSBC Business School(PHBS)

Visual Influences of Quantity Display in Online Grocery Retailing

2024-10-15 15:36:06

Consumers often choose between smaller-quantity packs and larger-quantity packs, for which the presentation formats could vary across online retailing platforms. This research recommends an approach based on visual aids—supplementing numerical information with a corresponding number of visual icons—to promote packs containing more individual units. This research extends the literature by demonstrating that visual aids can influence consumers’ perceptions of easy-to-assess quantities and generates novel managerial insights into the optimization of quantity presentation practice in online grocery shopping.

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