綜合型電商平台商品縮圖設計對點擊意願影響之研究-以服飾配件中的袋包類為例

Abstract

在競爭激烈的網路購物環境中，商品縮圖是消費者瀏覽商品時的第一視覺接觸，對吸引注意力與促進點擊具有關鍵影響。綜合型電商平台商品繁多，縮圖設計除了有效傳遞商品資訊，亦須具備辨識度與視覺吸引力，以協助消費者快速決策，提升商品曝光與點擊意願。在有限的圖片尺寸下，商品縮圖的呈現形式多樣，部分著重商品本體，部分則結合人像展現使用情境與商品比例。一張設計良好的縮圖有助於傳達商品風格與功能，然而針對袋包類商品縮圖設計的研究不多。本研究旨在探討綜合型電商平台服飾配件的袋包類商品，分析商品縮圖各組成元素（如商品數量、背景複雜度、人像參與程度）與商品屬性（享樂型與功利型）間的關係，擁有最高點擊意願之設計。研究對象為使用綜合型電商平台之消費者，透過網路問卷作為研究工具，搜集消費者對於不同設計之商品縮圖的點擊意願高低排序。研究結果發現，多數消費者對僅有商品單圖的版面編排具有較高點擊意願；享樂型商品以具備情境式背景與局部人像參與之縮圖設計較受青睞；而功利型商品則偏好具情境式背景、冷色背景與半身露臉人像參與的設計。本研究的結果，可作為剛起步使用綜合型電商平台商家在設計袋包類的商品縮圖時得以參考。

In the highly competitive landscape of online shopping, product thumbnails serve as the first visual contact for consumers browsing items, playing a crucial role in attracting attention and encouraging clicks. On multi-category e-commerce platforms, where a wide variety of products are offered, thumbnail design must not only effectively convey product information but also possess sufficient recognizability and visual appeal to assist consumers in making quick decisions, thereby enhancing product exposure and click-through rates.Given the limited display size, thumbnail presentations vary—some highlight only the product itself, while others incorporate human figures to convey usage context and scale. A well-designed thumbnail can effectively communicate product style and function. However, studies specifically focusing on thumbnail design for bag-related products remain limited.This study examines bag products within the apparel accessories category on multi-category e-commerce platforms, analyzing the relationship between various thumbnail design elements (e.g., number of products, background complexity, degree of human involvement) and product attributes (hedonic vs. utilitarian), in order to identify the designs that generate the highest click-through intentions. The study targets users of multi-category e-commerce platforms and uses an online questionnaire to collect and rank consumer click preferences for different thumbnail designs.Results show that most consumers express a higher click intention toward layouts featuring a single product image. For hedonic products, thumbnails with contextual backgrounds and partial human figure involvement are more favored; for utilitarian products, those with contextual and cool-colored backgrounds, along with half-body human figures showing the face, are preferred. These findings provide practical insights for sellers on multi-category e-commerce platforms when designing thumbnails for bag products to enhance visual appeal and consumer engagement.