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인터넷 의류쇼핑몰 상품 사진의 표현형식과 배경이 소비자의 지각에 미치는 영향
김서운 ( Seo Yun Kim ),백기영 ( Gi Yeong Ba다 ),최자은 ( Ja Eun Choi ),이현화 ( Hyun Hwa Lee ) 한국의류학회 2014 한국의류학회지 Vol.38 No.4
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 2×2 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 differencein 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.