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.