지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
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As the online shopping mall market faces severe competition, marketers have focused onvisual factors that generate positive consumer responses in order to induce moreconsumers. Although product photos are crucial in the communication of productinformation as well as in the development of positive images of online shopping mall, therewas little intention the effect of diverse types of product photo. In this study, three typesof backgrounds (i.e., no background, indoor background, street background) are comparedin order to explore whether consumer sensibility factors are different according to photobackgrounds. Moreover, it investigates the effect of sensibility toward photo backgroundson consumer attitude. A total of 222 consumers participated in the experiments. As aresult, six sensibility factors were generated from online model photos, including structure,upscale, uniqueness, interest, simpleness, and easiness factors. Among these factors,simpleness and structure showed the highest means; simpleness was the factor indicatingthe differences according to photo backgrounds. Sensibility factors affecting attitudetoward online shopping malls were uniqueness in the case of no background, interest inthe case of indoor background, and upscale in the case of street background photo.
목차
등록된 정보가 없습니다.
참고문헌 (26)
참고문헌 신청
/ / Rankey
Batra, R. / 1990 / The role of mood in advertising effectiveness / Journal of Consumer Research 17 (4) : 203 ~ 214
Cho, H. / 2006 / When good pictures make for good products: Consumer misattribution effects in virtual product presentation environments / Advances in Consumer Research 33 (1
Fishbein, M. / 1975 / Beliefs, attitude, intention, and behavior: An introduction to theory and research / Addison-Wesley
Jin, G. / 2010 / A study on the effect of the purchase intention and satisfaction by apparel product’s image / Proceedings of the 20th Conference of the Association of Korean-Chin
Batra, R. / 1990 / The role of mood in advertising effectiveness / Journal of Consumer Research 17 (4) : 203 ~ 214
Cho, H. / 2006 / When good pictures make for good products: Consumer misattribution effects in virtual product presentation environments / Advances in Consumer Research 33 (1
Fishbein, M. / 1975 / Beliefs, attitude, intention, and behavior: An introduction to theory and research / Addison-Wesley
Jin, G. / 2010 / A study on the effect of the purchase intention and satisfaction by apparel product’s image / Proceedings of the 20th Conference of the Association of Korean-Chin
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