The influence of product digital visual presentation on purchase willingness: effects of roundedness axes and degree.

The research examines the influence of digital visual product package presentations on perceived purchase willingness. Subjects pairwise compared the graphical stimuli displayed on a computer monitor. Gathered purchase willingness preference weights were calculated by means of the Analytic Hierarchy Process technique. Two studies focused on the package edge roundedness effect applied along different axes are reported. The first one included the following factors: Roundedness axis defined on three levels (X, Y, Z) and Roundedness degree also specified on three levels (Small, Medium, Large). The second involved Roundedness type (two levels: All edges rounded, Only sides rounded – along one axis) and Roundedness degree (Tiny, Small, Medium, Large). Both package Roundedness axis and Roundedness degree influenced perception and purchase willingness. This research extends existing knowledge by presenting empirical evidence on how a variety of product digital forms influences visual perception and purchase willingness. The results deliver useful and detailed information for practitioners and the outcomes may be applied as guidelines for computer graphics designers preparing visual appearance for articles in electronic shops, websites, banners, or advertisements displayed in networked screens. [ABSTRACT FROM AUTHOR]