Visual and Verbal Presentations of Haptic Information in Online Fashion Stores and Consumers’ Imagery Information Processing

초록

"This study investigated how the visual and verbal presentation format of haptic information on apparel products in online stores affects consumers’ imagery information processing. This includes the quantity and vividness of mental imagery, the ease of evoking mental imagery, and the evocation of imagination imagery. Additionally, the study explored consumer satisfaction with the information and online store. The study also tested a conceptual model to examine the effects of three imagery types on imagination imagery (as elaborated imagery) and how this imagination imagery affects consumer satisfaction. Employing a 2 × 3 × 2 between-subjects factorial design, twelve one-page websites were created for the experiment. 528 women in their 20s and 30s were randomly assigned to one of the 12 treatment conditions and answered the questionnaire. The results demonstrated significant differences in the three types of mental imagery, consumers’ evocation of imagination imagery, and their satisfaction with information and online stores based on presentation format. The SEM analysis revealed that the quantity and vividness of mental imagery influenced the evocation of imagination imagery, affecting consumers’ satisfaction with the information. These findings suggest that online retailers must provide close-up pictures or descriptive text of apparel products to elicit positive consumer responses. © (2024) The Korean Society of Clothing and Textiles. All rights reserved.

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