Research on Visual Performance Evaluation Model of E-commerce Websites

Zhang, Fan; Lan, Cuiqin; Wang, Tao; Gao, Feng; Liu, Enmao

doi:10.1109/iciea48937.2020.9248390

Cited by 2 publications

(2 citation statements)

References 9 publications

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“…These sensory triggers cause consumers to create (desired) brand attributes, on the contrary, this cannot be provided verbally. Understanding the sensory senses in connection with marketing, to provide specific areas: "aroma marketing", ) "flavor marketing" (Liang et al, 2016), "audio marketing" (Malenkaya & Andreyeva, 2016), "visual marketing" (Zhang et al, 2020), and"haptic marketing" (Rodriguez et al, 2017). Each of these focuses provides a greater understanding of consumer perception that determines their purchasing behavior.…”

Section: Sensory Marketing In Brandingmentioning

confidence: 99%

Power of aroma marketing in branding: Design of available methological approaches

Waldhauserová,

Nagyová

Proceedings of the 17th International Scientific Conference INPROFORUM

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Traditional marketing methods are for today's purposes and influence are in short supply on the market. The dynamics of changes in the market and the rapid growth of competition means: that on the one hand, there is big pressure on brand sustainability, on the other hand, this situation brings opportunities for implementing innovative approaches in the marketing strategies of the brand. One of the innovations is aroma marketing, one of the directions of sensory marketing. For the application of fragrance in branding, knowledge from a field called neuromarketing is used, which (using neuroscientific tools) provides results about consumer behavior, decision-making, and emotions. For this purpose, a systematic review of the existing literature was carried out, and then the potential of using aroma marketing in branding was described. The records obtained allowed an in-depth insight into how the application of fragrance can contribute to understanding consumers' emotional and decision-making responses to strengthen the brand's marketing strategy.

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Section: Sensory Marketing In Brandingmentioning

confidence: 99%

Power of aroma marketing in branding: Design of available methological approaches

Waldhauserová,

Nagyová

Proceedings of the 17th International Scientific Conference INPROFORUM

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“…These human senses subsequently generate a specific focus in connection with marketing. The sense of smell is a focus of "aroma marketing" (Berčík et al, 2021), the taste is used in "taste marketing" (Liang et al, 2016), "audio marketing" focuses on hearing (Malenkaya & Andreyeva, 2016), sight forms "visual marketing" (Zhang et al, 2020), and "haptic marketing" study and use the sense of touch (Rodriguez et al, 2017). This new marketing strategy influences consumers' subconscious and individual senses, perceptions, and behaviour (Krishna, 2012).…”

Section: Introductionmentioning

confidence: 99%

The use of neuromarketing tools in the field of tourism: Discussion of available methodological approaches to understanding the emotions and decision-making process of consumers

Vysušilová¹,

Waldhauserová²,

Švec³

Proceedings of the 16th International Scientific Conference INPROFORUM. DIGITALIZATION.Society and Markets, Business and Publi

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In response to changing conditions and growing competition in the tourism sector, there is a growing interest in a deeper understanding of consumer emotions' influence and subsequent behaviour and decision-making. Conventional marketing research methods are often insufficient, as tourists themselves cannot fully verbally formulate their internal preferences. The presented paper aims to provide the field of tourism with alternative research methods. Neuromarketing presents a suitable addition, which with the help of neuroscientific tools, can reveal the mysteries of consumer behaviour in tourism and the individual components of the decision-making process involved in the final choice of destination. For this purpose, a systematic review of existing literature was carried out, followed by a description of development and research trends and the current state of knowledge of neuromarketing in tourism. The records obtained allowed an in-depth insight into how neuromarketing may contribute to understanding the tourists' emotional reactions and how they influence their decision-making. Finally, a discussion of possible methods of future research were proposed.

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Research on Visual Performance Evaluation Model of E-commerce Websites

Cited by 2 publications

References 9 publications

Power of aroma marketing in branding: Design of available methological approaches

Power of aroma marketing in branding: Design of available methological approaches

The use of neuromarketing tools in the field of tourism: Discussion of available methodological approaches to understanding the emotions and decision-making process of consumers

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