온라인 쇼핑환경에서 상호작용성의 역할
The Role of Interactivity in Online Shopping Environments
0
조회
0
다운로드
6
인용
0
참고문헌
키워드
초록
The purpose of this study was to examine the effect of interactivity on consumers' mental imagery, attitude toward a product, confidence in evaluation and purchase intention. The proposed model was examined by conducting an experiment using mock apparel websites. A total of 1,009 female college students enrolled at a major midwestern university in the USA participated in the experiment. A structural equation model was used to test the model. The results of the study indicate that interactivity positively influenced mental imagery, attitudes toward a product imagery, and confidence in evaluation. The structural equation model also revealed that mental imagery positively influenced attitude toward a product and confidence in evaluation. Finally, the results show that attitude toward a product and confidence in judgment positively affected purchase intention. The study provides valuable theoretical perspectives which aide in the understanding of the effect of interactivity on consumers' cognitive and behavioral responses, and helps retailers develop effective marketing strategies.
Abstract
The purpose of this study was to examine the effect of interactivity on consumers' mental imagery, attitude toward a product, confidence in evaluation and purchase intention. The proposed model was examined by conducting an experiment using mock apparel websites. A total of 1,009 female college students enrolled at a major midwestern university in the USA participated in the experiment. A structural equation model was used to test the model. The results of the study indicate that interactivity positively influenced mental imagery, attitudes toward a product imagery, and confidence in evaluation. The structural equation model also revealed that mental imagery positively influenced attitude toward a product and confidence in evaluation. Finally, the results show that attitude toward a product and confidence in judgment positively affected purchase intention. The study provides valuable theoretical perspectives which aide in the understanding of the effect of interactivity on consumers' cognitive and behavioral responses, and helps retailers develop effective marketing strategies.
참고문헌 (34)
- Anderson, James C., "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3) (1988)
- Babin,Laurie A.and Alvin C.Burns, "Effects of Print Ad Pictures and Copy Containing Instructions to Imagine on Metal Imagery that Mediates Attitudes", Journal of Advertising, 26(3) (1997)
- Baggozzi, Richard P., "Representing and Testing Organizational Theories: A Holistic Construal", Administrative Science Quarterly, 27 (1982)
- Baker, Julie, "The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions", Journal of Marketing, 66 (2002)
- Branthwaite, Alan, "Investing the Power of Imagery in Marketing Communication: Evidence- Based Techniques", Qualitative Market Research, 5(3) (2002)
- Bruner II, "Standardization and Justification: Do Aad Sales Measure Up?", Journal of Current Issues and Research in Advertising, 20(1) (1998)
- Childers, Terry L., "Conditions for a Picture Superiority Effect on Consumer Memory", Journal of Consumer Research, 11 (1984)
- Dick, Alan S., "Customer Loyalty: Toward an Integrated Conceptual Framework", Journal of the Academy of Marketing Science, 22(1) (1994)
- Ellen, Pam S., "Measuring Communication-Evoked Imagery Processing", Advances in Consumer Research, 18 (1991)
- Eroglu, Sevgin A., "Atmospheric Qualities of Online Retailing: A Conceptual Model of Implications", Journal of Business Research, 54 (2001)
- Fiore, Ann M., "Effects of Imagery Copy and Product Samples on Response toward the Product", Journal of Interactive Marketing, 15(2) (2001)
- Fiore, Ann M., "Influence of Image Interactivity on Approach Responses toward an Online Retailer", Internet Research: Electronic Networking Applications and Policy, 13(1) (2003)
- 홍희숙, "의류 브랜드 온라인 커뮤니티의 상호작용성과 욕구충족의 관계", 한국의류학회지, 29(11), pp.1432~1443 (2005), 한국의류학회
- "Women make up nearly two-thirds of online apparel and beauty shoppers"[URL]
- Keng, Ching-Jui, "Impact of telepresence Levels of Internet Advertising Effects", Cyber Psychology & Behavior, 9(1) (2006)
- Kisielius, Jolita, "Detecting and Explaining Vividness Effects in Attitudinal Judgment", Journal of Marketing Research, 21 (1984)
- Ko, Hanjun, "Internet Uses and Gratifications: A Structural Equation Model of Interactive Advertising", Journal of Advertising, 34(2) (2005)
- Koering, Stephen K., "E-Scapes: The Electronic Physical Environment and Service Tangibility", Psychology and Marketing, 20(2) (2003)
- Lee, Doo-Hee, "A Study on the Interaction at Internet Shopping Malls: Scale Development and Effect Analysis", Journal of the Korean Marketing Association, 16(2) (2001)
- Li, Hairong, "Characteristics of Virtual Experience in Electronic Commerce: A Protocol Analysis", Journal of Interactive Marketing, 15(3) (2001)
- Lutz, Kathy A., "The Effects of Interactive Imagery and Learning: Application to Advertising", Journal of Applied Psychology, 62 (1977)
- Lutz, Kathy A., "Imagery- Eliciting Strategies: Review and Implications of Research", Advances in Consumer Research, 5(1) (1978)
- MacInnis, Deborah J., "The Role of Imagery in Information Processing: Review and Extensions", Journal of Consumer Research, 13 (1987)
- McKinney, Vicky, "The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach", Information Systems Research, 13(3) (2002)
- Mehrabian, "An Approach to Environmental Psychology" (1974), MIT Press
- Mooy, Sylvia C., "Managing Consumers' Product Evaluation through Direct Product Experience", Journal of Product and Brand Management, 11(7) (2002)
- Peck, Joann, "To Have and to Hold: The Influence of Haptic Information on Product Judgments", Journal of Marketing, 67 (2003)
- Ranganatha, C., "Key Dimensions of Business-to-Consumer Web Sites", Information and Management, 39 (2002)
- Rossiter, John R., "Visual Imaging Ability as a Mediator of Advertising Response", Advances in Consumer Research, 5 (1978)
- Schlosser, Ann E, "Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions", Journal of Consumer Research, 30 (2003)
- Unnava, H. Rao, "An Imagery-Processing View of the Role of Pictures in Print Advertisements", Journal of Marketing Research, 33 (1991)
- Vijayasarathy, Leo R., "Print and Internet Catalog Shopping: Assessing Attitudes and Intentions", Internet Research: Networking Applications and Policy, 10(3) (2000)
- Yoh, Eunah, "Consumer Adoption of the Internet: The Case of Apparel Shopping", Psychology and Marketing, 20(12) (2003)
- Zeithamal, Valarie A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(4) (1996)