Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of Sensibility Responses on Backgrounds of Product Photos on Consumer Attitude of Online Shopping Malls

온라인쇼핑몰에서 상품착장사진 배경에 대한 감성반응이 쇼핑몰에 대한 태도에 미치는 영향

  • Jeon, Minjung (Dept. of Textiles & Clothing, Graduate School, keimyung University) ;
  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 전민정 (계명대학교 일반대학원 섬유패션학과) ;
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2014.02.12
  • Accepted : 2014.06.05
  • Published : 2014.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

As the online shopping mall market faces severe competition, marketers have focused on visual factors that generate positive consumer responses in order to induce more consumers. Although product photos are crucial in the communication of product information as well as in the development of positive images of online shopping mall, there was little intention the effect of diverse types of product photo. In this study, three types of backgrounds (i.e., no background, indoor background, street background) are compared in order to explore whether consumer sensibility factors are different according to photo backgrounds. Moreover, it investigates the effect of sensibility toward photo backgrounds on consumer attitude. A total of 222 consumers participated in the experiments. As a result, six sensibility factors were generated from online model photos, including structure, upscale, uniqueness, interest, simpleness, and easiness factors. Among these factors, simpleness and structure showed the highest means; simpleness was the factor indicating the differences according to photo backgrounds. Sensibility factors affecting attitude toward online shopping malls were uniqueness in the case of no background, interest in the case of indoor background, and upscale in the case of street background photo.

Keywords

References

  1. Ahn, E. (2012). The effects of unrealistic ad visuals on affective responses and attitude toward Advertising. Advertising Research, 95, 137-162.
  2. Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research, 17(4), 203-214. https://doi.org/10.1086/208550
  3. Cho, H., & Schwarz, N. (2006). When good pictures make for good products: Consumer misattribution effects in virtual product presentation environments. Advances in Consumer Research, 33(1), 637-638.
  4. Fishbein, M., & Ajzen, I. (1975). Beliefs, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
  5. Hong, S., & Kang, H. (2006). A study of represent merchandise images for efficient information conveyance internet apparel shopping mall. Digital Design Research, 6(2), 523-530.
  6. Jin, G., & Lee, J. (2010). A study on the effect of the purchase intention and satisfaction by apparel product's image. Proceedings of the 20th Conference of the Association of Korean-Chinese Economics & Management (pp. 3-23). Koung-gi: The Association of Korean-Chinese Economics & Management.
  7. Jung, S. (2013, May 27). Changes in cyber shopping. MK News. Retrieved from http://news.mk.co.kr
  8. Jung, W. (2011). The effects of online advertisements and promotions on customer's emotions and impulsive buying. The E-business Studies, 12(3). 223-249. https://doi.org/10.15719/geba.12.3.201109.223
  9. Ki, H., & Lee, Y. (2006). Effect of atmospheric music and advertising photo on consumers' emotional state and approach behavior in fashion store. Journal of Global Scholars of Marketing Science, 16(3), 39-60.
  10. Kim, H. (2006). The effect of expression style of fashion advertising photo on women (Unpublished master's thesis). Kyungwon University, Koung-gi, Korea.
  11. Kim, J. (2003). A study on the background color of products in online shopping sites: Focused on clothes in popup windows (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  12. Kim, K., & Kang, H. (2010). The influence that cognitive and emotional responses have on product attitudes and purchase intention in visual image of the package. Korea Design Forum, 28, 197-210.
  13. Kim, M. (2014, February 10). Introduced one cheaper than social commerce?. The Scoop. Retrieved from http://www.thescoop.co.kr
  14. LaTour, K. A., & LaTour, M. S. (2009). Positive mood and susceptibility to false advertising. Journal of Advertising, 38(3), 127-142. https://doi.org/10.2753/JOA0091-3367380309
  15. Meng, C., & Kim, S. (2012). Effects of differences in representation of shopping mall flicker images on the information processing of users. The Treatise on The Plastic Media, 15(2), 89-96.
  16. Na, Y., & Suh, H. (2009). The effect of the perceived interactivity, trust, and flow by on the purchase intention of the fashion merchandise between different internet shopping mall types. Journal of the Korean Society for Clothing Industry, 11(5), 720-731.
  17. Oh, K. (2009). The necessity of a photography education program for the owners of online shopping mall and its actual plan (Unpublished master's thesis). Chungang University, Seoul, Korea.
  18. Oh, S. (2010). Use customer's sensibility. Marketing, 44(11), 72-75.
  19. Park, H., & Ku, Y. (2002). Evaluation descriptions and dimension on the sensibility of Internet fashion shopping mall. Journal of the Korean Home Economics Association, 40(1). 135-146
  20. Park, K. (2008). Qualitative study on consumer attitudes according to storytelling product suggestion type of Internet fashion shopping mall (Unpublished master's thesis). Kookmin University, Seoul, Korea.
  21. Park, S., Jung, W., Han, J., & Shin, S. (2004). Analysis of affective words on photographic images and the effects of color on the images. Korean Journal of the Science of Emotion & Sensibility, 7(1), 41-49.
  22. Rankey. (2013). Retrieved from http://www. rankey.com
  23. Shin, J., & Hwang, J. (2012). A study in preference assessment according to emotional design elements in the website: Focusing on the websites of department stores. Korean Design Forum, 35(5), 153-162.
  24. Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76, 309-322. https://doi.org/10.1016/S0022-4359(00)00035-X
  25. Yoh, E. (2005). Effect of fragrance sensibility factors on attitude toward and buying intention of perfume products: Focusing on age and purchase level group comparisons. Journal of the Korean Society of Clothing and Textiles, 6(143), 772-782.
  26. Yu, Y. (2002). Study on the expression of photo image from a magazine ad: Focusing on fashion magazine (Unpublished master's thesis). Daegu University, Gyeongsan, Korea.

Cited by

  1. 모바일 쇼핑에서 제품착장사진 왜곡이 소비자의 상품태도에 미치는 영향 vol.17, pp.3, 2015, https://doi.org/10.5805/sfti.2015.17.3.392