A Study of Perceived Simplicity in Product Quality Information Visualization Styles in Online Markets and Its Relation to Product Quality Trust - focused on older adult consumers for rice products sold in domestic markets
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In recent years, rice products have received the highest number of quality complaints among the food and beverage categories sold in online stores, and there is a need for research on efficient visualization of the quality of rice products sold in online stores. Especially for older adults with reduced cognitive abilities and lack of product quality trust, visualized product information should be presented considering the characteristics of older adult consumers. This study aims to present types of efficient product quality visual information for rice products in online stores, focusing on elderly consumers. The research methods and contents include a literature study on the characteristics of elderly consumers and perceived simplicity, followed by case studies and analysis, the production of experimental items for surveys, online surveys, and empirical analysis based on these. According to a literature study, older adults can understand information morequickly if product information is briefly organized or grouped. In addition, it is suggested that providing various types of visualization methods will be effective in improving the reliability of elderly consumers. According to the case study and analysis results, a Likert scale online survey was conducted, and the mediating factors were perceived simplicity, perceived product information, visual information style of product information, and reliability. The sample style types presented are simple shapes, mixed banners, package only, and white backgrounds and graphic backgrounds of those types. The study model and hypothesis were set, data were processed through empirical analysis, and the result of ANOVA verified the causal relationship. As a result, all hypotheses have been accepted, with mixed banners with a graphic background as the most effective style of product information description in terms of comprehension of product information, leading to product quality trust. The result of the study can be beneficial for planning and designing online product display images to improve the product quality trust of older adult consumers.
Abstract
In recent years, rice products have received the highest number of quality complaints among the food and beverage categories sold in online stores, and there is a need for research on efficient visualization of the quality of rice products sold in online stores. Especially for older adults with reduced cognitive abilities and lack of product quality trust, visualized product information should be presented considering the characteristics of older adult consumers. This study aims to present types of efficient product quality visual information for rice products in online stores, focusing on elderly consumers. The research methods and contents include a literature study on the characteristics of elderly consumers and perceived simplicity, followed by case studies and analysis, the production of experimental items for surveys, online surveys, and empirical analysis based on these. According to a literature study, older adults can understand information morequickly if product information is briefly organized or grouped. In addition, it is suggested that providing various types of visualization methods will be effective in improving the reliability of elderly consumers. According to the case study and analysis results, a Likert scale online survey was conducted, and the mediating factors were perceived simplicity, perceived product information, visual information style of product information, and reliability. The sample style types presented are simple shapes, mixed banners, package only, and white backgrounds and graphic backgrounds of those types. The study model and hypothesis were set, data were processed through empirical analysis, and the result of ANOVA verified the causal relationship. As a result, all hypotheses have been accepted, with mixed banners with a graphic background as the most effective style of product information description in terms of comprehension of product information, leading to product quality trust. The result of the study can be beneficial for planning and designing online product display images to improve the product quality trust of older adult consumers.
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