[논문]온라인 제품정보와 시각적 심상 : 감정과 제품품질지각에 미치는 영향

박민정

온라인 제품정보와 시각적 심상 : 감정과 제품품질지각에 미치는 영향
Online Product Information and Visual Imagery: Effects on Mood and Perceived Product Quality 원문보기

대한가정학회지 = Journal of the Korean Home Economics Association, v.47 no.5 = no.251, 2009년, pp.23 - 34

초록
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본 연구의 목적은 온라인 쇼핑 환경에서 제품정보에서 유발된 시각적 심상이 소비자의 반응에 미치는 영향에 관하여 조사하는 것이다. 본 연구는 이중부호화이론을 이론적 기반으로 하고 있으며, 2 (세밀한 vs. 비세밀한 시각적 정보) ${\times}$ 2 (세밀한 vs. 추상적 언어적 정보) 집단 간 실험설계를 통해 연구가설을 조사하였다. 여대생 439명이 실험에 참여하였고, 최종적으로 433명의 응답이 연구결과 분석에 이용되었다. 연구 결과를 살펴보면, (1)시각적 정보와 언어적 정보가 시각적 심상에 영향을 미치는 것으로 나타났으며, (2)시각적 심상과 감정 간에 정(+)의 관계를,（3)시각적 심상과 제품품질지각 간에 정(+)의 관계를, (4)감정과 제품품질지각 간에 정(+)의 관계를, (5)최종적으로 제품품질지각과 구매의도 간에 정의(+)관계를 갖는 것으로 나타났다.

Abstract ▼ AI-Helper

The purpose of this study was to e${\times}$amine the effect of visual imagery stimulated by product information on consumer responses in online shopping conte${\times}$ts. Dual coding theory provided the theoretical framework of the study. The proposed model of the study was e${\times}$amined by conducting an e${\times}$periment using mock apparel websites with a between-subject factorial design: [2 (pictorial information: detailed views vs. no detailed views) ${\times}$ 2 (verbal information: detailed descriptions vs. abstract descriptions)]. A total of 439 female college students participated in the e${\times}$periment, and 433 responses were ultimately used to test the hypotheses. The findings from the results revealed: (1) the main effects of the pictorial and verbal information on visual imagery, and (2) positive relationships between (a) visual imagery and mood, (b) visual imagery and perceived product quality, (c) mood and perceived product quality, and (d) perceived quality and purchase intentions.

주제어

AI 본문요약
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문제 정의

The study contributes to providing knowledge about product information for apparel e-retailers and website designers. While past research on imagery focused on theory building in psychology, the present study provided more valuable and practical implications by testing the effect of pictorial and verbal information in online shopping situations which is close to real shopping contexts.

가설 설정

H₁ : Pictorial information associated with detailed views will evoke greater visual imagery than pictorial information associated with no detailed views.
H₂:Verbal information associated with detailed descriptions will evoke greater visual imagery than verbal information associated with abstract descriptions.
H₃ : Visual imagery will be positively related to positive mood.
H₄: Visual imagery will be positively related to perceived product quality.
H₅ : Positive mood will be positively related to perceived product quality.
H₆ : Perceived product quality will be positively related to purchase intention.

제안 방법

, happy, delighted, joyful) applied 7-point Likert-type scales ranging from 1(strongly disagree) to 7(strongly agree). Perceived product quality was measured by assessing 14 attributes of a garment with 7-point Likert-type scales ranging from 1 (low quality) to 7 (high quality). Eckman et al.
online shopping contexts. Therefore, the study focused on examining (1) the role of pictorial and verbal information of products in stimulating visual imagery, and (2) the influence of visual imagery on mood and perceived product quality which finally affect purchase intention.

대상 데이터

Four mock apparel websites were developed regarding four different experimental conditions: detailed views/detailed descriptions, detailed views/abstract descriptions, no detailed views/detailed descriptions, no detailed views/abstract descriptions). A random sample of female college students who enrolled at a Midwestern university in the U.S. were the sample of this study. An invitation letter was emailed to a total of 2, 200 female college students.
were the sample of this study. An invitation letter was emailed to a total of 2, 200 female college students. The invitation letter explained the purpose of this study and a URL link which is connected to one of four experimental conditions.
Among apparel product categories, dresses were selected and two dresses were used in the main experiment. Before developing the manipulations, pretests were conducted with 50 female college students. Twenty pictures and fifty verbal descriptions of two dresses were evaluated and rated on visual imagery-evoking ability (imgery provoking/not imagery-provoking).

데이터처리

verbal information on visual imagery. The data were analyzed by using a 2 (pictorial information: detailed views vs. no detailed views) x 2 (verbal information: detailed descriptions vs. abstract descriptions) ANOVA using SPSS. The ANOVA results revealed significant main effects of pictorial [F(1, 429) = 7.

이론/모형

Dual coding theory is used as the theoretical framework of this study to examine comprehension of information processing. According to the dual coding theory, nonverbal and verbal coding systems handle cognitive activities (Paivio, 1971; 1975).
, imagery which occurred was vivid, clear, vague, weak) with 7-point Likert-type scales ranging from 1(strongly disagree) to 7(strongly agree). The four items were adopted from Ellen and Bone (1991)’s Communication-Evoked Imagery Processing scale. Mood was measured by assessing participants' feelings after browsing products.

성능/효과

0. All the chi-square differences were significant, suggesting that perceived visual imagery, mood, perceived product quality (performance, usefulness, and aesthetics), and purchase intention were mutually distinct constructs. Reliabilities of the latent variables were achieved because all Cronbach’s as were bigger than 0.
Fit indices provided the evidence of goodness of the model. The CFA results revealed that the measures achieved convergent validity because all the t-values of path coefficients were significant (p = 0.00).
00). The results of SEM analysis showed the path from visual imagery on mood was significant (y1 = 0.28, t = 4.74, p = 0.00), implying that the higher the perceived visual imagery evoked, the more positive mood generated. Thus, hypothesis 3 was supported.
Therefore hypotheses 4-1 through 4-3 were supported. The results of the SEM also showed the significant positive effects of mood on perceived product performance (楫=0.30, t = 5.79, p = 0.00), perceived product usefulness @ = 0.20, t = 3.78, p = 0.00), and perceived product aesthetics (P3 = 0.33, t = 6.37, p = 0.00). Thus, hypotheses 5-1 through 5-3 were supported.
contexts. The study found that both pictorial and verbal information have significant effects on consumers' perceived visual imagery. Detailed views (i.
The dual coding theory postulates that two types of information are interconnected and independent when they are activated (Paivio, 1986). The study found that both pictorial and verbal information is effective in stimulating vivid visual imagery processing.

후속연구

The sample of the study (female college students) does not permit generalization of the results to all online apparel shoppers. Future research may need to prove the external validity of results by using samples from the general population. A mock website was designed and simulated instead of using real websites.
However, it seemed that under the experimental situations participants were not highly motivated to search product information and purchase products. The future research may need to examine apparel purchasers under real online shopping situations.

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