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The Effects of Product’s Visual Preview and Customer Review on Sale Performance in Mobile Commerce

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Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing (SNPD 2021)

Part of the book series: Studies in Computational Intelligence ((SCI,volume 951))

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Abstract

Due to the development of mobile communication and the spread of mobile devices, the use of mobile commerce (m-commerce), which enables commercial activities anytime, anywhere, through the Internet, is becoming more active. Compared with e-commerce, m-commerce has excellent convenience, but consumer behavior such as product searching, preference and purchase are performed on a relatively smaller screen. Therefore, this paper extracted images attributes through vision API and Deep-CNNs, and sentiment analyzed customer reviews by separating them into Material, Size, Price, and Delivery. In order to study the effect of such information on consumer behavior, regression analysis and mediating effect analysis based on the Stimulus-Organism-Response (S-O-R) model. The model states that external stimuli affect the individual's psychological state and ultimately the actual behavior. This paper has classified the characteristics of information on customer behavior in m-commerce, and it had been confirmed that images and reviews had a significant effect on the performance of m-commerce sales products through S-O-R model.

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Author information

Authors and Affiliations

  1. Graduate School of Business Administration, Soongsil University, Seoul, South Korea

    Eun Tack Im, Huy Tung Phuong & Myung Suk Oh

  2. College of Economics, SungKyunKwan University, Seoul, South Korea

    Jun Yeob Lee

  3. SNS Marketing Research Institute, Soongsil University, Seoul, South Korea

    Simon Gim

Authors
  1. Eun Tack Im
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  2. Huy Tung Phuong
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  3. Myung Suk Oh
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  4. Jun Yeob Lee
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  5. Simon Gim
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Correspondence to Eun Tack Im .

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Editors and Affiliations

  1. Software Engineering and Information Technology Institute, Central Michigan University, Mount Pleasant, MI, USA

    Roger Lee

  2. Graduate School of Software, Soongsil University, Seoul, Korea (Republic of)

    Jong Bae Kim

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Im, E.T., Phuong, H.T., Oh, M.S., Lee, J.Y., Gim, S. (2021). The Effects of Product’s Visual Preview and Customer Review on Sale Performance in Mobile Commerce. In: Lee, R., Kim, J.B. (eds) Software Engineering, Artificial Intelligence, Networking and Parallel/Distributed Computing. SNPD 2021. Studies in Computational Intelligence, vol 951. Springer, Cham. https://doi.org/10.1007/978-3-030-67008-5_17

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