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 Product Presentation and Background of Photos in Internet Shopping Malls on Consumer Perceptions

인터넷 의류쇼핑몰 상품 사진의 표현형식과 배경이 소비자의 지각에 미치는 영향

  • Kim, Seo Yun (Dept. of Fashion Design & Textiles, Inha University) ;
  • Baek, Gi Yeong (Dept. of Fashion Design & Textiles, Inha University) ;
  • Choi, Ja Eun (Dept. of Fashion Design & Textiles, Inha University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 김서윤 (인하대학교 의류디자인학과) ;
  • 백기영 (인하대학교 의류디자인학과) ;
  • 최자은 (인하대학교 의류디자인학과) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2014.01.03
  • Accepted : 2014.05.26
  • Published : 2014.08.31
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Abstract

This study examined consumer responses of photos used in Internet shopping malls. The content analysis conducted a preliminary study of the top 100 online shopping malls to investigate current website practices. Stimuli based on the preliminary study. The present study was a $2{\times}2$ factorial design that evaluated two independent variables of product presentation and background. We analyzed 410 responses derived from the descriptive analysis, factor analysis, and covariance analysis through SPSS 20.0. The results showed that a product presentation was significantly different in attractiveness, informativeness, satisfaction, and repurchase intention after controlling apparel items and model. This product presentation in everyday life had greater mean values than product presentation with the posing model. The background had a significant mean difference in all consumer responses expect for attractiveness. Overall product presentation in everyday life and indoor cases were evaluated as most positive by the respondents. The findings provide practical implications for online shopping malls integrating product presentation.

Keywords

References

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