Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of "Me-model" Body-size Discrepancy on Young Korean Consumer's Shopping Mood, Store Satisfaction, and Intention to Revisit Online Apparel Stores

  • Lee, Ji Young (Textiles, Apparel and Merchandising, Louisiana State University) ;
  • Johnson, Kim K.P. (Retail Merchandising Program, University of Minnesota)
  • Received : 2012.10.02
  • Accepted : 2012.12.07
  • Published : 2012.12.31
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Abstract

This study examined the effects of "me-model" body-size discrepancy on consumer's shopping mood, store satisfaction, and intention to revisit two types of online apparel stores (one featuring thin models and one featuring average-sized models). A convenience sample of women (n = 528) participated. Structural equation modeling was used to analyze the data. Participants who were thinner or similar to the models indicated positive shopping moods, a high level of online store satisfaction, and intended to revisit the stores when compared to participants who were larger than the models. Participants preferred the 'average-sized' model. This preference was attributed to the familiarity of the model and ability to effectively evaluate merchandise. The results revealed how models can influence apparel consumers in an online context.

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