Corresponding Author

Jae-Hyeon Ahn

Document Type



Most mobile consumers make a decision about the product in a split second. The decision making in the mobile environment is surely faster than in front of the desktop. This paper claims that the decision-making in the mobile shopping is highly depending on the product’s first impression and their visual preference. By predicting the human’s visual preference based on the image processing model of perceived colorfulness and perceived visual complexity, this study tested an S-O-R path model from visual preference to consumer’s bookmarking and purchase intention via age and gender as moderators. With the controlled laboratory experiment, we substantiated our predicting image preference model. Further, a plan for a real data based analysis is proposed to validate the congruity of our model with the Korean mobile shopping company later.