Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Presentation of Apparel Products on Consumers' Approach Behavior using 3D Avatar Model

3차원 아바타 모델을 활용한 의류상품 제시가 소비자 접근행동에 미치는 영향

  • Yang, Hee-Soon (Dept. of Clothing & Textiles, Seoul National University) ;
  • Choi, Young-Lim (Dept. of Fashion Design/Art & Design Institute, Daegu University)
  • 양희순 (서울대학교 의류학과) ;
  • 최영림 (대구대학교 패션디자인학과/조형예술연구소)
  • Received : 2012.08.28
  • Accepted : 2012.12.10
  • Published : 2013.02.28
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Abstract

This study utilizes a S-O-R model to investigate the effects of apparel product presentations using a 3D avatar model in Internet fashion malls for pleasure(emotional state) and approach behavior. We chose a 3D avatar model to present a fashion product in this study. The model walked for about one minute on stage; subsequently, respondents completed a questionnaire after they viewed it. The questionnaire consists of telepresence, pleasure and approach behavior. Respondents are limited to females 20s and 30s years old who have purchased fashion products in an Internet mall and are highly interested in fashion products. A total of 226 samples were used for the final analysis. Cronbach's alpha, correlation analysis, confirmatory factor analysis, and structural equation modeling were utilized in this study. The results are as follows. First, telepresence has a significant influence on pleasure; subsequently, pleasure influenced consumer approach behavior. Second, telepresence positively influenced the approach behavior (directly and indirectly). This verified the effectiveness of a 3D avatar model using S-O-R. A 3D avatar model can be a strategic alternative in the fiercely competitive Internet shopping sector.

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References

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