Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance

Zhenbin Yan; Uttara Anantakrishnan; Yingfei Wang; Yong Tan

Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance

Zhenbin Yan
, Uttara Anantakrishnan
, Yingfei Wang
, Yong Tan

Department of Information Systems

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

1 Citation (Scopus)

Abstract

Merchant pictures are essential website elements in digital platforms. However, it is still unclear whether and how different pictures affect merchants' market performance. We characterize the distinction of pictures from content (the type of objects in a picture) and composition (the arrangement of objects to make it compelling) two aspects. Specifically, we categorize picture content into three types, either brand, product, or environment. We construct a set of compositional features under the guidance of human visual perception theories to account for the effect of picture composition. With a panel dataset from a daily-deal platform, we find both content and composition can affect the sales of merchants. Composition tends to be the aggregate effect of compositional features instead of independently. Merchants of high brand awareness can benefit from displaying brand information as picture content. However, the effect of content will decrease with merchants' time on the market and cumulative sales.

Original language	English
Title of host publication	ICIS 2020 PROCEEDINGS
Publisher	Association for Information Systems
ISBN (Print)	978-1-7336325-5-3
Publication status	Published - Dec 2020
Event	41st International Conference on Information Systems (ICIS 2020): Making Digital Inclusive: Blending the Local and the Global - Virtual, Hyderabad, India Duration: 13 Dec 2020 → 16 Dec 2020 Conference number: 41 https://archives.aisconferences.org/icis2020/ https://aisel.aisnet.org/icis2020/

Publication series

Name	International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global

Conference

Conference	41st International Conference on Information Systems (ICIS 2020)
Place	India
City	Hyderabad
Period	13/12/20 → 16/12/20
Internet address	https://archives.aisconferences.org/icis2020/ https://aisel.aisnet.org/icis2020/

Bibliographical note

Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).

Research Keywords

Human visual perception
Market performance
Merchant pictures
Picture composition
Picture content

Access Output

https://aisel.aisnet.org/icis2020/digital_commerce/digital_commerce/13/

Other Access Options

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Cite this

Yan, Z., Anantakrishnan, U., Wang, Y., & Tan, Y. (2020). Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance. In ICIS 2020 PROCEEDINGS (International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global). Association for Information Systems. https://aisel.aisnet.org/icis2020/digital_commerce/digital_commerce/13/

@inproceedings{c6609a90c29041d3b933d169e46ac13d,

title = "Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance",

abstract = "Merchant pictures are essential website elements in digital platforms. However, it is still unclear whether and how different pictures affect merchants' market performance. We characterize the distinction of pictures from content (the type of objects in a picture) and composition (the arrangement of objects to make it compelling) two aspects. Specifically, we categorize picture content into three types, either brand, product, or environment. We construct a set of compositional features under the guidance of human visual perception theories to account for the effect of picture composition. With a panel dataset from a daily-deal platform, we find both content and composition can affect the sales of merchants. Composition tends to be the aggregate effect of compositional features instead of independently. Merchants of high brand awareness can benefit from displaying brand information as picture content. However, the effect of content will decrease with merchants' time on the market and cumulative sales.",

keywords = "Human visual perception, Market performance, Merchant pictures, Picture composition, Picture content",

author = "Zhenbin Yan and Uttara Anantakrishnan and Yingfei Wang and Yong Tan",

note = "Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).; 41st International Conference on Information Systems (ICIS 2020) : Making Digital Inclusive: Blending the Local and the Global ; Conference date: 13-12-2020 Through 16-12-2020",

year = "2020",

month = dec,

language = "English",

isbn = "978-1-7336325-5-3",

series = "International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global",

publisher = "Association for Information Systems",

booktitle = "ICIS 2020 PROCEEDINGS",

address = "United States",

url = "https://archives.aisconferences.org/icis2020/, https://aisel.aisnet.org/icis2020/",

}

Yan, Z, Anantakrishnan, U, Wang, Y & Tan, Y 2020, Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance. in ICIS 2020 PROCEEDINGS. International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global, Association for Information Systems, 41st International Conference on Information Systems (ICIS 2020), Hyderabad, India, 13/12/20. <https://aisel.aisnet.org/icis2020/digital_commerce/digital_commerce/13/>

Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance. / Yan, Zhenbin; Anantakrishnan, Uttara; Wang, Yingfei et al.
ICIS 2020 PROCEEDINGS. Association for Information Systems, 2020. (International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global).

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review

TY - GEN

T1 - Content and Composition

T2 - 41st International Conference on Information Systems (ICIS 2020)

AU - Yan, Zhenbin

AU - Anantakrishnan, Uttara

AU - Wang, Yingfei

AU - Tan, Yong

N1 - Conference code: 41

PY - 2020/12

Y1 - 2020/12

N2 - Merchant pictures are essential website elements in digital platforms. However, it is still unclear whether and how different pictures affect merchants' market performance. We characterize the distinction of pictures from content (the type of objects in a picture) and composition (the arrangement of objects to make it compelling) two aspects. Specifically, we categorize picture content into three types, either brand, product, or environment. We construct a set of compositional features under the guidance of human visual perception theories to account for the effect of picture composition. With a panel dataset from a daily-deal platform, we find both content and composition can affect the sales of merchants. Composition tends to be the aggregate effect of compositional features instead of independently. Merchants of high brand awareness can benefit from displaying brand information as picture content. However, the effect of content will decrease with merchants' time on the market and cumulative sales.

AB - Merchant pictures are essential website elements in digital platforms. However, it is still unclear whether and how different pictures affect merchants' market performance. We characterize the distinction of pictures from content (the type of objects in a picture) and composition (the arrangement of objects to make it compelling) two aspects. Specifically, we categorize picture content into three types, either brand, product, or environment. We construct a set of compositional features under the guidance of human visual perception theories to account for the effect of picture composition. With a panel dataset from a daily-deal platform, we find both content and composition can affect the sales of merchants. Composition tends to be the aggregate effect of compositional features instead of independently. Merchants of high brand awareness can benefit from displaying brand information as picture content. However, the effect of content will decrease with merchants' time on the market and cumulative sales.

KW - Human visual perception

KW - Market performance

KW - Merchant pictures

KW - Picture composition

KW - Picture content

UR - https://www.scopus.com/pages/publications/85103472986

UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85103472986&origin=recordpage

M3 - RGC 32 - Refereed conference paper (with host publication)

SN - 978-1-7336325-5-3

T3 - International Conference on Information Systems, ICIS 2020 - Making Digital Inclusive: Blending the Local and the Global

BT - ICIS 2020 PROCEEDINGS

PB - Association for Information Systems

Y2 - 13 December 2020 through 16 December 2020

ER -

Content and Composition: Understanding The Impact of Merchant Pictures on Market Performance

Abstract

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Bibliographical note

Research Keywords

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