Relationship Between Visual Marketing Elements and Consumer Satisfaction

Abstract

With the rapid expansion of online shopping, website design has become a critical factor influencing user experience and consumer satisfaction. This study examines the relationship between visual marketing elements embedded in e-commerce web page design and consumer satisfaction by analyzing 1500 product pages across five major categories (furniture, small items, food, home appliances, and clothing) on the Japanese platform Rakuten. The analysis reveals that in the furniture category, a higher proportion of images featuring visible faces and video explanations demonstrated positive correlations with consumer satisfaction. For food products, text color diversity demonstrated positive correlations with consumer satisfaction. In the home appliance category, text color and video explanations showed positive correlations with satisfaction, while the number of human images and video music showed negative correlations. For accessory products, images positioned at the website periphery, the number of human images, and video music showed negative correlations with consumer satisfaction. In the apparel category, text color and the number of human images demonstrated negative correlations with consumer satisfaction. However, in the analysis of the entire sample, no significant correlations were observed between visual marketing elements and consumer satisfaction. These findings suggest that visual marketing strategies should be tailored to specific product categories, which may contribute to improving consumer satisfaction with e-commerce platforms.