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http://dx.doi.org/10.7838/jsebs.2014.19.2.031

The Effects of Apparel Product Presentation on Consumer Responses in U.S. Online Retailing  

Yoo, Jungmin (Department of Merchandising East Carolina University)
Lennon, Sharron (Department of Merchandising Indiana University)
Publication Information
The Journal of Society for e-Business Studies / v.19, no.2, 2014 , pp. 31-51 More about this Journal
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.
Keywords
Product Presentation; Involvement; Online Shopping; Consumer Behavior;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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