Earticle

초록

영어

This study examined the impact of various product photo features on the attention of potential consumers in online apparel retailers’ environment. Recently, the method of apparel’s product photo representation in online shopping stores has been changed a lot from the classic product photos in the early days. In order to investigate if this shift is effective in attracting consumers' attention, we examined the related theory and verified its effect through laboratory experiments. In particular, experiment data was collected and analyzed using eye tracking technology. According to the results of this study, it was shown that the product photos with asymmetry are more attractive than symmetrical photos, well emphasized object within a photo more attractive than partially emphasized, smiling faces are more attractive for customer than emotionless and sad, and photos with uncentered models focus more consumer’s attention than photos with model in the center. These results are expected to help design internet shopping stores to gaze more customers’ attention.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review and Hypothesis Development
2.1. Attention
2.2. Photo Features
2.3. Interaction
Ⅲ. Method
3.1. Materials
3.2. Procedure
Ⅳ. Data Analysis
4.1. ANOVA
4.2. Logistic Regression
Ⅴ. Discussion and Conclusion
Acknowledgement

저자

• Pavel Shin [ Master Graduate, School of Business, Yonsei University, Korea ]
• Kil-Soo Suh [ Professor, School of Business, Yonsei University, Korea ] Corresponding author
• Hyunjeong Kang [ Associate Professor, College of Business Administration, Hongik University, Korea ]

참고문헌