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http://dx.doi.org/10.5805/SFTI.2013.15.1.065

The Effect of Presentation of Apparel Products on Consumers' Approach Behavior using 3D Avatar Model  

Yang, Hee-Soon (Dept. of Clothing & Textiles, Seoul National University)
Choi, Young-Lim (Dept. of Fashion Design/Art & Design Institute, Daegu University)
Publication Information
Fashion & Textile Research Journal / v.15, no.1, 2013 , pp. 65-72 More about this Journal
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.
Keywords
3D avatar model; S-O-R; telepresence; pleasure; approach behavior;
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Times Cited By KSCI : 7  (Citation Analysis)
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