The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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The Effects of Apparel Product Presentation on Consumer Responses in U.S. Online Retailing

의류 상품 전시와 상품에 대한 관여도가 미국 온라인 소비자에 미치는 영향

  • Yoo, Jungmin (Department of Merchandising East Carolina University) ;
  • Lennon, Sharron (Department of Merchandising Indiana University)
  • Received : 2014.02.06
  • Accepted : 2014.03.12
  • Published : 2014.05.31
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Abstract

This study examined the effect of product presentation on consumers' affective/cognitive states and purchase intention. The design of the study was a one factor(product presentation: garment presented flat vs. garment presented on models without faces vs. garment presented on models with faces) between-subject design with a moderator (involvement: high vs. low). A sample of 429 female college students participated in this online experiment. The results show the effectiveness of using a realistic human model on apparel websites. Also, consumers who are highly involved with clothing generally exhibit more positive responses than those who are less involved. Overall, these findings provide empirical support for the Stimulus-Organism-Response model and the Elaboration Likelihood Model, and contribute useful knowledge regarding website design for online apparel retailers.

본 논문은 의류 상품 전시와 상품에 대한 관여도가 소비자의 인지, 감성적 반응, 구매 의도에 미치는 영향에 대하여 살펴보았다. 의류 상품 전시의 세 가지 종류(모델 없이 펼쳐놓은 의류 상품 전시 vs. 모델, 얼굴이 없는 의류 상품 전시 vs. 모델, 얼굴을 포함한 의류 상품 전시)의 집단간 실험 설계를 하였으며 상품에 대한 관여도(관여도 높음 vs. 낮음)를 조절변수로 하였다. 429명의 학생을 대상으로 온라인 실험 연구를 실시하였다. 분석 결과, 모델을 이용한 상품 전시의 효율성이 검증되었으며, 의류 상품에 대한 관여도가 높은 소비자들은 관여도가 낮은 소비자들에 비하여 모든 상품전시에 더 긍정적인 반응을 보이는 것으로 나타났다. 본 연구 결과는 실험적인 증거를 통하여 이론적인 통찰력을 제시하였으며, 의류 소매 업체에 유용한 지식을 제시하였다.

Keywords

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