Although there are lots of researches about online-stores, researchers seem to neglect the impact that merchandise pictures have on customers. We use the PDP (process dissociation procedure) to study different gender subjects' information automatic processing in face of different types of merchandise pictures with and without real human. The results will help reveal customers' online shopping impulse. The research results indicate that male and female subjects' automatic processing component is significantly higher in face of merchandise pictures with real human than without real human, and female subjects' controlled processing component is also significantly higher than male subjects' in face of merchandise pictures with real human, and male and female subjects' controlled processing component are both higher in face of pictures with real human than without real human. The conclusion reveals that merchandise pictures (especially with real human) can prompt customers' (especially female customers) shopping impulse.
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