The Influence of the Image and Photography of E- Commerce Products on the Purchase Decision of Online Consumers

Abstract

This work had as main objective to understand the importance of photography for online sales, as well as to verify the power of the image in the decision of a purchase, regarding the attraction and loyalty of customers, especially through social networks and online sales platforms, which are today one of the main tools for sales from e-commerce. Regarding methodology, a questionnaire was conducted, consisting of 32 questions, through Google Forms, in order to collect the opinion about the influence of photography in e-commerce. An initial pre-test was made and, once approved, it was shared in November and December 2021, through a convenience sample, using the following social networks: WhatsApp, Facebook and Instagram. A 217 response was obtained, with the data allowing the conclusion that photography plays an important role when consumers seek to buy over the internet; that image is important in the online purchase decision; that photography in e-commerce acts as an important tool in attracting and retaining customers. The experience of e-commerce even after the pandemic increases more and more, in view of the immersion of society in the virtual world. Photography is a powerful tool for transmitting emotions, also adding emotional factors to advertisements, and through this, conquering intangible values to the product or service.KeywordsPhotographyImagee-CommerceSocial networksConsumer behaviour

Full text

The influence of the image and photography of E-
Commerce products on the purchase decision of online con-
sumers
Manuel Sousa Pereira1[0000-0002-6238-181X] António Cardoso2[0000-0003-2545-
0617] Carlota Fernandes3Sandra Rodrigues4 and Frederico D´Orey5
1 Polytechnic institute of Viana do Castelo, Viana do Castelo, Portugal
2 University Fernando Pessoa, Porto, Portugal
3 Polytechnic institute of Viana do Castelo, Viana do Castelo, Portugal
4 Polytechnic institute of Viana do Castelo, Viana do Castelo, Portugal
5 University Portucalense, Porto, Portugal
msousa.manuel@gmail.com
Abstract: This work had as main objective to understand the importance of photog-
raphy for online sales, as well as to verify the power of the image in the decision of a
purchase, regarding the attraction and loyalty of customers, especially through social
networks and online sales platforms, which are today one of the main tools for sales
from e-commerce. Regarding methodology, a questionnaire was conducted, consist-
ing of 32 questions, through Google Forms, in order to collect the opinion about the
influence of photography in e-commerce. An initial pre-test was made and, once ap-
proved, it was shared in November and December 2021, through a convenience sam-
ple, using the following social networks: WhatsApp, Facebook and Instagram. A 217
response was obtained, with the data allowing the conclusion that photography plays
an important role when consumers seek to buy over the internet; that image is im-
portant in the online purchase decision; that photography in e-commerce acts as an
important tool in attracting and retaining customers. The experience of e-commerce
even after the pandemic increases more and more, in view of the immersion of society
in the virtual world. Photography is a powerful tool for transmitting emotions, also
adding emotional factors to advertisements, and through this, conquering intangible
values to the product or service
Keywords: photography; image, e-commerce; social networks; consumer behaviuor.
1. introduction
E-commerce, mainly through the use of social networks, is a very efficient strategy
when it comes to communication and promotion of products (Thaichon et al., 2021;
Wagner et al., 2021) mostly free of charge, allowing a quick and easy access to a
population that regularly uses these networks (Upadhyay et al, 2022), viewing hun-
dreds of products daily. As a result of this observation, many businessmen and entre-
preneurs have begun to invest more in social networks and online platforms for the
dissemination and promotion of their products and services.

2
In this sense, this article aims to identify the importance of image and photography
in e-commerce and its influence on the purchase decision. On the other hand, and in
specific terms, it seeks to evaluate the importance of the quality of the photograph to
make the purchase; the importance of editing, props and quantity of photographs in
the sale of the product or service; the importance of reality transmitted through pho-
tography; the importance of evaluation in the sales process.
We begin by reviewing the literature on online consumer behavior and the im-
portance of social networks in e-commerce, as well as the use of technical and editing
devices to create images and photos that provide a favorable and conducive environ-
ment for online shopping. After that, the framework and the methodological process
of the research are presented, namely the questionnaire design and its availability
through google forms, followed by the analysis and discussion of the results.
2.Theoretical Background
Online consumer behavior is characterized by the mental and emotional activities
performed in the selection, purchase, and use of products or services for the satisfac-
tion of needs and wants. There are several internal and external factors that influence
consumer buying behavior among them are cultural factors, social factors, personal
factors and psychological factors (Soloman, 2019).
The human being in the condition of customer, acts driven more by emotion, more
than by reason at the time of consuming, acquiring, some product. In this sense, peo-
ple are mostly seduced by what they see, through their interpretation and use of imag-
es they undergo constant changes, and in this way, the transmission of symbolic im-
ages to consumption is characteristic of contemporary culture, where everything is
commodified. The meanings change and the artistic vision of the photographer adapts
to reality.
The customer in online shopping does not consider important the presence of enter-
tainment elements, in his experience, through the website (Ertemel et al, 2021). Con-
fidentiality and reliability, on the other hand, are of great importance, since the online
consumer is particularly concerned about sharing personal data (Zaid & Patwayati,
2021). Information prior to the purchase, about the correct procedure to make it, or if
it was really well done are, as well as security, factors valued by the online consumer
(Upadhyay,et al, 2022).
According to Cardoso & Sissi (2021) customers have the facility to find products
without leaving home, then it is necessary to remember that the competition also has
this facility, and that the customer will choose the product that is better presented. In
this sense, professional photography assumes a prominent role. Thus, it is essential to
develop strategies for attracting and winning over customers, seeking their attention
and trust. In this sense, all brands that want to enter the online market must have a
different strategy and respect the main influences of the online market such as trends,
legislation and consumer confidence.
2.1. Photography and Ecommerce
The inclusion of filming and photographing devices in mobile equipment simulta-
neously with the spread of the internet have contributed to an increasingly present

3
proximity in the relationship between photography and online commerce. According
to Rejan & Neves (2018), based on the works of Hoffman & Oliveira (2015), moder-
nity implied modifications in the action of photographing. The diffusion of photog-
raphy in popular media reached its apex after the advent of the internet and, with the
creation of digital culture, there was the inclusion of the camera to mobile devices,
which brought great influence on the change of the photographic process.
In a complementary way, the use of photography continues to be a factor of impact
and differentiation in the relationship between the consumer and the market, because,
as mentioned (Montenegro, 2021), companies use information technology to inter-
connect and exchange information and data, reducing costs, improving productivity
and increasing customer loyalty.
Regarding the relationship between customers and technology, Mariano et al.,
(2015) refer that with the development of technology and the internet, the use of the
digital space to carry out market transactions is getting bigger and more frequent,
connecting buyers directly with companies and totally changing the way companies
relate to customers and vice versa, creating new values and relationships. With the
purpose of placing products and services in the fastest and most interactive way to a
larger number of customers, in the various locations of the world, websites are seen as
a crucial point of competition among competitors. It is through the website, that the
brand conveys and applies its communication and advertising objectives. The website
is the core of e-commerce, that is, where it will have to focus its efforts to retain con-
sumers (products (Thaichon et al., 2021; Wagner et al., 2021). According to Pontes,
(2018), e-commerce, emerges with the advances in technology that drive changes at
various levels, creating new paradigms of purchase. With the popularity of the inter-
net, more and more companies and individuals have joined e-commerce, which is
reflected in the high number of sellers and buyers interacting for transactions on the
website.
Photography has the power to relive moments, to bring old emotions to the surface,
thus making it one of the best forms of visual communication. Photography does not
only imply reflecting on a certain type of image or on a system of symbolic exchang-
es, such reflection requires a better analysis because photography has always proved
to be an agent for shaping reality, in a process of assembly and selection, in which the
world reveals itself to be "similar" and "different" at the same time. The new language
of photography has brought about a real revolution in the digital world and has be-
come a strong business tool, a different aspect in the past, where photography had the
objective of showing products, while nowadays it seeks to influence people.
Photography is not only an image, but an image-act, and this "act" is not only lim-
ited to the gesture of the production of the image itself, but also includes the act of its
reception and contemplation, in short as inseparable from its whole enunciation, as an
image experience, as a totally programmatic goal (Rejan & Neves, 2018).
2.2. Social networks and e-commerce
Regarding the use of photography on social media, we can see that Instagram is a
very important sharing platform that engages consumers (Almeida, 2021). According
to Pereira (2014). "It is an application that allows users to take photos, apply filters

4
and effects, and share them on a variety of social networks, such as Twitter and Face-
book. The Instagram application was born with the purpose of encouraging the pro-
duction and editing of digital photographs through mobile phones (Melo, 2019), al-
lowing a new dynamic in the relationship of the individual with the image, in the
sharing and dissemination of photographic content through virtual means (Lima,
2014).
Regarding the use of Instagram in the relationship with the consumer, we can veri-
fy that the buying experience begins, most of the time, in the search made in social
networks, through impactful images and with visual impact (Melo, 2019). Fashion
represents for the individual, its visual character, with valuable images and good ap-
pearances, tools with the visual features such as those of Instagram allow "ordinary"
people to approach the public, create trust and empathy with the real stories of their
daily lives and gain many followers (Pinto, 2018).
3.Methodology
To carry out this work, a literature review was conducted on this object of study,
through the exploration of the thematic collection available scientific databases, seek-
ing to systematize a set of ideals, studies and relevant considerations about this area of
knowledge and that allowed to define the conceptual and methodological framework
of the research (Malhotra, 2019).
As previously mentioned, the overall objective of this research is to understand the
importance of photography in online sales (e-commerce), and in particular, verify the
power of the image in the decision of a purchase, regarding the attraction and loyalty
of customers, mainly through social networks and online sales platforms.
Thus, the following research questions were defined: (1) Do image and photog-
raphy influence the purchase decision? (2) Does the quality of photography facilitate
brand memorization? (3) Do props and textual information support online sales? (4)
Does the amount of photography help create a favorable image and confidence in the
product? (5) Does excessive editing take away veracity and diminish credibility to the
product? (6) Does the congruence between the advertised image and the actual prod-
uct (verified upon receipt of the product) promote loyalty and repeat purchase?
In order to answer the objectives and research questions, we developed an explora-
tory study with descriptive design (Pestana & Gageiro, 2014; Malhotra, 2019), using
the questionnaire as an instrument to collect information. The questionnaire, com-
posed of 32 questions, was developed through Google forms, and was structured in
four blocks: 4 questions on socio-demographic data (gender, age, marital status, edu-
cation), 11 questions on the importance of image and photography (using a 5-point
Likert scale, where 1 was strongly disagree and 5 strongly agree), 4 questions on
technical issues (yes/no dichotomous scale), and 4 multiple choice.
A pre-test was conducted with 12 consumers, seeking to eliminate typos, and reor-
ganize the structure of the questionnaire (Pestana & Gageiro, 2014; Malhotra, 2019),
improving the questions presented and the most relevant considerations for the under-
standing of this theme.
After being approved it was shared, in the months of November and December
2021, through a convenience sample (Malhotra, 2019) using the following social net-

5
works, WhatsApp, Facebook and Instagram. We obtained 217 valid responses, which
is considered an acceptable number that allows the analysis and statistical treatment
of the data.
4.Results
As can be seen in the table 1, the respondents were mostly female (84.3%), with 34
male respondents (15.7%). In terms of age, it can be seen that the "26-35 years old"
age group had 74 respondents (34.1%), followed by the "18-25 years old" age group
(29.5%), then the "36-45 years old" age group (22.1%), and there were few respond-
ents below the age of 18 (1.8%) and above the age of 55 (2.3%).
The vast majority of respondents are single (65.9%), with 66 married (30.4%) and
eight divorced (3.7%). Regarding academic qualifications, it appears that most re-
spondents have a high school degree (54.8%). This is followed by respondents with a
Bachelor's degree (20.7%) and a 3rd cycle degree (10.1%).
Table 1: Sample
F
%
Gender
Male
34
15,7
Female
183
84,3
Age Groups
< 18 years
4
1,8
18 - 25 years
64
29,5
26 - 35 years
74
34,1
36 - 45 years
48
22,1
46- 55 years
22
10,1
> 55 years
5
2,3
Marital Status
Single
143
65,9
Married
66
30,4
Divorced
8
3,7
Qualifications
2nd cycle
2
,9
3rd cycle
22
10,1
Secondary education
119
54,8
Bachalaureate
10
4,6
Graduation
45
20,7
Masters
19
8,8
The scale shows good internal consistency, having obtained a Cronbach's alpha of
.803
Overall the respondents agreed with the prepositions presented, with percentages
of total agreement higher than 44% (table 2). If we take into account that the values of
disagreement are very low, it is possible to conclude that respondents recognize the
value and importance of image and photography in the commercial initiatives of
online companies.

6
Thus, respondents agree that a quality image conveys credibility (M
1
=4.58;
SD
2
:0.698), the quality of the photograph influences the purchase decision (M=4.66;
SD=0.597) and memorization (M=4.69; SD=0.570) and upon receipt of the product,
checking the correspondence with the advertised image promotes repeat purchase
(M=4.86; SD=0.408).
Similarly, respondents agree that color of the photograph influences the act of pur-
chase (M=4.47, SD=0.753), lighting has an influence on the quality of the photograph
and, consequently, on the purchase of the product (M=4.61; SD=0.6), being important
to follow a photographic composition (M=4.39; SD=0.732) where, in complementary
terms, the textual information (M=4.58; SD=0.649)) and the use of props (M=4.18;
SD=0.893) support the sale of the product.
It should also be noted that respondents consider that the focus of the image
(M=4.72; SD=0.518) and the amount of product photos (M=4.25; SD=0.885) are
important in selling products online.
As shown in the following table 3, respondents recognize the importance of tech-
nology and image professionals that allow the consumer to make a good evaluation of
the product and support it in the purchase decision, and photography is fundamental
in the purchase decision (76.5%).
1
M= Mean
2
SD= Standard Deviation

7
Thus, 208 respondents (95.6%) consider important to invest in image professionals
(photography) who use appropriate technology (tripod, light sources) to maintain a
quality to the reality of the product (74.2%), because the use of flash influences the
quality of photography (85.7%) and the use of image editors (57.6%) is important in
the purchase decision
However, respondents consider that excessive editing takes away from the veracity
of the product (76%).
Therefore, the majority of respondents consider that on platforms like AliExpress
(online shopping platform) it is important to see the evaluation of products by cus-
tomers to help the purchase of others (81.1%).
Table 3. Frequencies
Items
Yes
1
No
2
Other
3
F (%)
F (%)
F (%)
Is it important to invest in a professional?
208
(95,6)
6
(2,8)
3
(1,4)
In order to maintain a quality to the reality
of the product will it be necessary to use a
tripod, light sources (lamps, soft box...)?
161
(74,2)
50
(23)
6
(2,8)
Does the use of flash influence the quality
of the photo?
186
(85,7)
24
(11,1
)
7
(3,2)
Is the use of image editors an important factor
in the purchase decision?
125
(57,6)
38
(17,5
)
15
(6,9)
Is photography fundamental in the buying
decision?
166
(76,5)
7
(3,2)
11
(5,1)
Does excessive editing take away from the
veracity of the product?
165
(76)
7
(3,2)
11
(5,1)
On platforms like AliExpress (online shop-
ping platform) is it important to see customer
reviews of products to help others buy?
176
(81,1)
2
(0,9)
-
For 170 respondents (78.3%) it is necessary for the photography to convey the
"story" of the brand to captivate the consumer (table 4) so the scenarios (table 5) not
only help in selling the product but also demonstrate the product in a real environment
(53%).
Table 4. Is it necessary for photography to convey the "story" of the brand to capti-
vate the consumer?
Items
F
%

8
Yes, so that the customer has more confidence in his
purchase
170
78,3
No, the "history" of the brand has no influence on the
purchase
39
17,1
Table 5. Does the use of scenery influence the sale of the product?
Items
F
%
The scenarios not only help in selling the product but also
demonstrate the product in a real environment.
115
53,0
The scenario has no influence whatsoever on the moment
of purchase.
6
2,8
Depending on the type of product the setting can be an
asset or not.
86
39,6
Depending on the emotional state of the buyer the scenar-
io can lead to the creation of a stronger connection with the
brand.
10
4,6
To achieve high photo quality, respondents consider that a good camera achieves
better results (80.2%), although some (19.8%) say that there are other similar alterna-
tives to achieve good results (table 6).
Table 6. Do you think the brand of the camera influences the quality of the photo?
Items
F
%
Yes, a good machine can achieve better results
174
80,2
No, there are other similar alternatives to achieve good
results
43
19,8
The vast majority of respondents (90.3%) consider that the photo is a key point in
closing the sale online and therefore relevant in e-commerce, although for 15 re-
spondents (6.9%) the photo may be a relevant point, but the textual information is
more relevant (Table 7).
Table 7. Do you think it is relevant to have photographs in e-commerce?
Items
F
%
Without a doubt, photography is a key point in closing
the sale online.
196
90,3
There is no relationship between the photograph and the
sale of the product.
4
1,8
This may be a relevant point, but the textual information
has greater relevance.
15
6,9

9
Finally, in the case of seasonal products, 96 respondents (44.3%) consider it im-
portant and or very important (M=4.10; SD=1.035) that the photo is able to reflect the
seasonality of the product (table 8).
Thus, the results of our study reinforce the conclusions already identified in the lit-
erature in similar studies, namely regarding the importance of the experience with the
website (Ertemel et al, 2021; Upadhyay, et al, 2022), in which the image of the prod-
ucts presented (photography quality) on the website contributes to the formation of
the company's brand image and can influence the purchase decision (Cardoso & Sissi,
2021).
Likewise, the integration of technologies (internet and mobile equipment) and me-
dia (text, videos and photographs) promotes interaction, involvement and relationship
between the company and consumers, as evidenced in the literature (Hoffman &
Oliveira, 2015; Rejan & Neves, 2018; Pinto, 2018; Melo, 2019).
This approach allows not only to reduce costs, but is also decisive in identifying
and differentiating the brand (and the company), increasing productivity, retention
and consumer loyalty (Montenegro, 2021; Thaichon et al., 2021; Wagner et al., 2021).
In line with the study by Rejan & Neves (2018), the data confirm the importance
and value of photography in the reception and contemplation of images, allowing the
best way to interpret the narrative and discourse of brands. In fact, photographs man-
age to create greater involvement and proximity to the consumer, as evidenced by
Almeida (2021).
5.Conclusions
The development of this study has enabled an analysis of how photography is an
important factor in e-commerce. The need for online sales and the demand for
knowledge in e-commerce during the pandemic increased considerably. In view of
this analysis of the results, professional photography is something indispensable when
making a purchase and 60.3% of the respondents are motivated by photography in the
purchase decision.
The respondents recognize the importance of technology and professional image
professionals that allow the consumer to make a good evaluation of the product and

10
support him in the purchase decision, and photography is fundamental in the purchase
decision (76.5%).
The majority of respondents (95.6%) consider it important to invest in image pro-
fessionals (photography) that allow them to maintain a quality to the reality of the
product (74.2%), because the use of flash influences the quality of the photograph
(85.7%) and the use of image editors (57.6%) is important in the buying decision.
However, respondents consider that excessive editing takes away from the veracity of
the product (76%).
The experience of e-commerce even after the pandemic increases more and more,
in view of the immersion of society in the virtual world, most people (81.1%) have
become accustomed to online shopping and, therefore, considering the facts and re-
sults presented, the investment in professional photography of products and services
is essential for the success of sales and customer loyalty, ensuring customer satisfac-
tion through strategic images.
In this sense, photography is a powerful tool for transmitting emotions, also adding
emotional factors to advertisements, and through this, conquering intangible values to
the product or service.
The results of this study can be of interest to all companies that are making the dig-
ital transition, namely regarding the use of photography and image to produce positive
experiences for consumers. Likewise, companies that already use this media can im-
prove their online communication strategies, giving greater importance to photog-
raphy and its importance in transmitting the brand's personality and building the rela-
tionship with the customer.
This study had as main limitations the use of a convenience sample, mostly female,
lacking a qualitative study for a better understanding of the theme.
Thus, it is recommended that, in future research, a larger sample is used, with a
balance between genders, focusing on a specific group of consumers (for example,
young people and/or young adults)
On the other hand, future studies should be deepened on the impact of photography
in creating an online customer experience.
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