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Xu-Hong Ye

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Aug 2026

More Complex Is Better? The Impact of Product Image Visual Complexity on Consumer Responses in E‐Commerce Pages

Visual complexity is a critical factor for online sellers to design product images that capture consumer attention and elicit affective responses. Prior studies have overlooked the distinct roles and underlying mechanisms through which its various dimensions affect consumer emotional and cognitive responses. To addre...

Xu-Hong Ye, Haoyu Xie, Linfeng Hu · 0 citations

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