온라인 쇼핑몰에서 의류 제품의 언어적·시각적 촉각 정보가 소비자 접촉 욕구, 정보에 대한 인식, 구매 의도에 미치는 영향

초록

This study explores how consumers perceive tactile information about clothing materials when presented both linguistically and visually in online shopping environments. It investigates two main aspects: (1) the impact of consumers' need-for-touch (NFT) on their perceptions of tactile information—specifically perceived usefulness, perceived enjoyment, and information comprehension—as well as on their purchase intentions; and (2) whether different formats for presenting tactile information result in significant differences in consumer perceptions and behavioral intentions. To conduct the research, two dresses (identical design in black and camel colors) were selected, with tactile information about the fabric presented in two textual formats (basic vs. descriptive) and three visual formats (main product image vs. diagram vs. close-up image). Female consumers aged 20-39 were randomly assigned to one of twelve mock-up online shopping websites, where they browsed the site and completed an online questionnaire. A total of 381 responses were analyzed. The findings indicated that autotelic NFT significantly enhanced the perceived enjoyment of information, while instrumental NFT notably increased the perceived usefulness of information. Both perceived usefulness and enjoyment positively affected information comprehension, which in turn influenced purchase intentions. Furthermore, only the level of image detail in the presentation of tactile information impacted perceived usefulness, enjoyment, and purchase intentions. This study suggests that online fashion retailers can boost consumers' purchase intentions by providing not only close-up photos but also informative tactile content, such as 3D representations or videos, that effectively convey the texture of materials.

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