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

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.

Online Shopping: Antecedents of Attitude, Intention and Use

“…Service excellence motivational factors [56] Situational motivational factors [56] Attributes of product based motivational factors [56] Search and information based pragmatic motivational factors [56] Time and efforts based pragmatic motivational factors [56] Hedonic shopping motivation [65] Image Reputable retailer brand (+) [96] Perceived online reputation (+) [101] Online reputation of an online supplier [101] Perceived company size (+) [104] Information Information overload (-) [125] Perceived amount of information (+) [126] Interactivity Interactivity (+) [25] Social presence (+) [74] Subjective norms…”

“…Perceived social norm (+) [13] Subjective norms (+) [17,34,47,121,122,127,128] Enjoyment Arousal (+) [126] Emotional arousal (+) [29] Enjoyment (+) [118,123,[126][127][128] Online shopping enjoyment [107] Enjoyment on website (+) [33] Price…”