[논문]의류 상품 전시와 상품에 대한 관여도가 미국 온라인 소비자에 미치는 영향

유정민; 샤론레논

doi:10.7838/jsebs.2014.19.2.031

의류 상품 전시와 상품에 대한 관여도가 미국 온라인 소비자에 미치는 영향
The Effects of Apparel Product Presentation on Consumer Responses in U.S. Online Retailing 원문보기

한국전자거래학회지 = The Journal of Society for e-Business Studies, v.19 no.2, 2014년, pp.31 - 51

유정민 (Department of Merchandising East Carolina University) , 샤론레논 (Department of Merchandising Indiana University)

초록
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본 논문은 의류 상품 전시와 상품에 대한 관여도가 소비자의 인지, 감성적 반응, 구매 의도에 미치는 영향에 대하여 살펴보았다. 의류 상품 전시의 세 가지 종류(모델 없이 펼쳐놓은 의류 상품 전시 vs. 모델, 얼굴이 없는 의류 상품 전시 vs. 모델, 얼굴을 포함한 의류 상품 전시)의 집단간 실험 설계를 하였으며 상품에 대한 관여도(관여도 높음 vs. 낮음)를 조절변수로 하였다. 429명의 학생을 대상으로 온라인 실험 연구를 실시하였다. 분석 결과, 모델을 이용한 상품 전시의 효율성이 검증되었으며, 의류 상품에 대한 관여도가 높은 소비자들은 관여도가 낮은 소비자들에 비하여 모든 상품전시에 더 긍정적인 반응을 보이는 것으로 나타났다. 본 연구 결과는 실험적인 증거를 통하여 이론적인 통찰력을 제시하였으며, 의류 소매 업체에 유용한 지식을 제시하였다.

Abstract ▼ AI-Helper

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.

주제어

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문제 정의

This study also examined the effects of an individual characteristic, personal involvement, on responses to product presentation. Applying the Elaboration Likelihood Model (ELM) to online shopping, researchers have found that motivation to respond to product presentation is influenced by involvement level [41] and product involvement influences the relationship between website environments and consumers’ internal states [17, 38].
This study examined the effects of high task relevant cues (product presentation) on consumer responses and the moderating role of product involvement, demonstrating that product presentation plays a key role in enhancing shopping outcomes, especially for those who are highly involved. Future studies should investigate the effects of low task relevant cues providing hedonic aspects of online shopping for less involved consumers.
However, the effects of including the model’s face have not been studied in an online context despite its prevalence. This study therefore focuses on this issue.

가설 설정

H1c : The amount of product information perceived by consumers differs as a function of product presentation.
H6 : There is a positive relationship between perceived amount of information and purchase intent associated with purchasing apparel online.

제안 방법

Also, involvement level influences willingness to exchange information [50]. Following the ELM, this study therefore examined the effects of product presentation on affective and cognitive states as a function of involvement level.
[17], who introduced cognition into the model as an internal response influenced by pleasure and arousal. The S-O-R model as modified by Eroglu et al. was therefore applied in this research to examine how retail website product presentation (S) influences affective (pleasure and arousal) and cognitive states (perceived amount of information) (O), which in turn affect purchase intent (R).
The design of this experiment was a one factor (product presentation: garment presented flat vs. garment presented on a model without the model’s face vs. garment presented on a model with the model’s face) between-subjects design with a moderator (involvement : high vs. low).
This study successfully integrated the predictions of the S-O-R model and the ELM and extended them to the online context, providing evidence to support the use of human forms to display apparel online. The findings also provide empirical support of the importance of involvement in an online shopping context and further extend the existing literature by providing empirical support for the moderating role of involvement and the ELM.
This study successfully integrated the predictions of the S-O-R model and the ELM and extended them to the online context, providing evidence to support the use of human forms to display apparel online. The findings also provide empirical support of the importance of involvement in an online shopping context and further extend the existing literature by providing empirical support for the moderating role of involvement and the ELM.
A confirmatory factor analysis (CFA) was conducted via AMOS 20. To estimate reliability and validity of the items for latent constructs, the measurement model was evaluated and adjusted based on the values and factor loadings and SMC suggested by Bagozzi and Yi [2], and the second method provided by Anderson and Gerbing [1]. Overall, the results of CFA indicate a satisfactory fit of the model to the data (χ² = 113.

대상 데이터

Email addresses of 2600 female students were randomly selected by the office of the university registrar at a midwestern U.S. university. College women were sampled because they are frequent online shoppers for apparel products [10] and thus deemed an appropriate sample for this study.
Of those who were sent invitation emails, 429 female students participated. Mean age was 22 years; 90.

데이터처리

A confirmatory factor analysis (CFA) was conducted via AMOS 20. To estimate reliability and validity of the items for latent constructs, the measurement model was evaluated and adjusted based on the values and factor loadings and SMC suggested by Bagozzi and Yi [2], and the second method provided by Anderson and Gerbing [1].
For the manipulation check for attractiveness, five items were adopted from Ohanian [37]. For all measures, scores on scale items were averaged, with higher scores being associated with more of the variables, and entered into the analyses for MANOVA. Major and ethnicity were assessed in a closed-ended format, and age was assessed in an open-ended format.
Hypotheses 1 to 3 were tested using MANOVA. There were significant multivariate main effects for product presentation [Wilks’ λ = .
To determine which dependent variables contributed to the significant multivariate effects, follow-up between subjects’ ANOVAs were performed.

이론/모형

Clothing involvement was measured using Zaichkowsky’s [56] 10-item Personal Revised Involvement Inventory (PII) scale.
Hypotheses 4 to 6 predicted relationships among response variables. Single group structural equation modeling was performed using the maximum likelihood function. The analysis showed a satisfactory fit of the model to the data (χ²= 113.

성능/효과

Results of t-test [t (428) = 96.82, p < .001] and cell inspection showed that scores in the high involvement group (M = 64.15, SD = 4.76) were significantly higher than scores (M = 45.93, SD = 9.72) in the low involvement group.
The analysis showed a satisfactory fit of the model to the data (χ2 = 113.05, df = 59, p< .000, RMSEA = .046 [90% C.I. = (.033; .059)], NFI = .966, CFI = .984, IFI = .984, and TLI = .978).
However, the moderating effect of involvement on the relationship between specific presentation types and consumer responses has not been tested. Thus, this research examined the effect of online apparel product presentation on responses and sought to determine if personal involvement would moderate that effect.
To determine whether or not the manipulation of models’ attractiveness was effective, the scores from five items were summed and averaged for a composite measure of attractiveness.

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