Влияние визуального оформления карточки товара на величину продаж на примере Wildberries
DOI:
https://doi.org/10.22394/1993-7601-2026-82-47-66Ключевые слова:
рынок электронной коммерции, визуальные характеристики, анализ данных, карточка товара, tobit-модель, WildberriesАннотация
В условиях стремительного развития рынка электронной коммерции визуальные характеристики товарных карточек приобретают все большее значение для привлечения внимания покупателей, формирования доверия и мотивации к покупке. Цель данного исследования — выявить особенности оформления карточек товаров на платформе, влияющие на продажи, с учетом специфики различных товарных категорий. Для этого была собрана и проанализирована выборка из 76770 товарных позиций шести категорий на платформе Wildberries: продукты питания, бытовая химия, одежда, обувь, бытовая техника и косметика. Выделено десять визуальных признаков: яркость, контрастность, цветовая гамма, наличие человека, наличие и объем текстовой информации, энтропия, доля площади объекта, смещение объекта по вертикали и горизонтали. В качестве метода моделирования используется tobit-регрессия. Результаты анализа показали, что значимые визуальные факторы зависят от товарной категории. Для продуктов питания значимыми являются наличие текста и холодной цветовой гаммы на изображении. В одежде важны яркость, цветовая гамма. Для обуви статистически значимы композиция изображения и цветовая гамма. В бытовой химии и технике ключевым фактором является текст, при этом его оптимальный объем для техники выше, чем для химии. Наибольшее число значимых коэффициентов наблюдается для категории косметики, где значимы цветовая гамма, энтропия, доля площади изображения, занимаемая объектом, и композиция.Скачивания
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Seo Y. W., Chae S. W., Lee K. C. (2012). The impact of human brand image appeal on visual attention and purchase intentions at an e-commerce website. In: Pan J. S., Chen S. M., Nguyen N. T. (eds). Intelligent Information and Database Systems. ACIIDS 2012. Lecture Notes in Computer Science, 7198, 1–9. Springer, Berlin, Heidelberg. DOI: 10.1007/978-3-642-28493-9_1.
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Treisman A. M., Gelade G. (1980). A feature-integration theory of attention. Cognitive Psychology, 12 (1), 97–136. DOI: 10.1016/0010-0285(80)90005-5.
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Yang J., Niu Y., Luo Y. (2023). More is not better: An inverted U-shaped relationship between advertising creative strategies and consumer review valence. E3S Web of Conferences, 409, 03003. DOI: 10.1051/e3sconf/202340903003.
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Zinko R., Stolk P., Furner Z., Almond B. (2020). A picture is worth a thousand words: How images influence information quality and information load in online reviews. Electronic Markets, 30 (4), 775–789. DOI: 10.1007/s12525-019-00345-y.
