Journal of the Korean Home Economics Association 2009;47(5):23-34.
온라인 제품정보와 시각적 심상: 감정과 제품품질지각에 미치는 영향
박민정
계명대학교 패션마케팅학과
Online Product Information and Visual Imagery: Effects on Mood and Perceived Product Quality
Min-Jung Park
Department of Fashion Marketing, Keimyung University
ABSTRACT
The purpose of this study was to eamine the effect of visual imagery stimulated by product information on consumer responses in online shopping contets. Dual coding theory provided the theoretical framework of the study. The proposed model of the study was eamined by conducting an eperiment using mock apparel websites with a between-subject factorial design: [2 (pictorial information: detailed views vs. no detailed views) 2 (verbal information: detailed descriptions vs. abstract descriptions)]. A total of 439 female college students participated in the eperiment, 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.
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