온라인 쇼핑에서 상품 이미지의 개수와 다양성이 판매량에 미치는 영향
The Impact of Quantity and Variety of Product Image on Sales in Online Shopping
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온라인 쇼핑에서 상품 이미지는 상품을 검색하는 고객의 이목을 끌어 관련 페이지로 유입시키고, 상품에 대한 정보를 제공함으로써 구매 의사결정에 큰 영향을 미친다. 본 연구는 온라인에서 판매되는 의류 이미지를 분석하여 온라인상에서의 효과적인 상품 이미지 제공 방안을 제시하고자 한다. 국내 온라인 채널에서 판매되고 있는 의류 1,624개의 판매 데이터와 이미지 정보를 활용하여 분석한 결과, 이미지가 많고 다양한 정보를 포함할수록 판매량의 증가에 기여하는 것으로 나타났다. 특히 이미지 다양성을 판매 상품 자체의 다양성(옵션 다양성)과 매치되는 상품의 다양성(매치 다양성)으로 구분하여, 다른 상품과의 매치보다 판매 상품 자체의 다양성이 이미지에 드러날수록 판매량에 긍정적인 영향을 미치는 것을 발견하였다. 이러한 연구 결과는 온라인 쇼핑에서 상품 이미지의 정보 전달 역할을 밝힘과 동시에 효과적인 상품 이미지 구성에 있어 다양성 추구의 중요성을 보여준다.
Abstract
In online retailing, product images play a crucial role in capturing the attention of customers searching for products, leading them to the product pages, and influencing their purchase decisions by providing product information. This study aims to propose effective methods for presenting product images by analyzing the impact of online product images on sales. Using sales data and image information for 1,624 clothing items sold via a large online retailer during March 2019 to July 2021, we find that an increase in the number of images and greater diversity in the images contribute to higher sales. Interestingly, when we decompose image diversity into two groups (i.e., image diversity of the focal product and that of the matched products), the former is positively associated with sales whereas the latter is not. Our findings emphasize the importance of pursuing diversity in the composition of effective product images online.
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