온라인쇼핑몰에서 상품착장사진 배경에 대한 감성반응이 쇼핑몰에 대한 태도에 미치는 영향
Effect of Sensibility Responses on Backgrounds of Product Photos on Consumer Attitude of Online Shopping Malls
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As the online shopping mall market faces severe competition, marketers have focused onvisual factors that generate positive consumer responses in order to induce moreconsumers. Although product photos are crucial in the communication of productinformation as well as in the development of positive images of online shopping mall, therewas little intention the effect of diverse types of product photo. In this study, three typesof backgrounds (i.e., no background, indoor background, street background) are comparedin order to explore whether consumer sensibility factors are different according to photobackgrounds. Moreover, it investigates the effect of sensibility toward photo backgroundson consumer attitude. A total of 222 consumers participated in the experiments. As aresult, six sensibility factors were generated from online model photos, including structure,upscale, uniqueness, interest, simpleness, and easiness factors. Among these factors,simpleness and structure showed the highest means; simpleness was the factor indicatingthe differences according to photo backgrounds. Sensibility factors affecting attitudetoward online shopping malls were uniqueness in the case of no background, interest inthe case of indoor background, and upscale in the case of street background photo.
Abstract
As the online shopping mall market faces severe competition, marketers have focused onvisual factors that generate positive consumer responses in order to induce moreconsumers. Although product photos are crucial in the communication of productinformation as well as in the development of positive images of online shopping mall, therewas little intention the effect of diverse types of product photo. In this study, three typesof backgrounds (i.e., no background, indoor background, street background) are comparedin order to explore whether consumer sensibility factors are different according to photobackgrounds. Moreover, it investigates the effect of sensibility toward photo backgroundson consumer attitude. A total of 222 consumers participated in the experiments. As aresult, six sensibility factors were generated from online model photos, including structure,upscale, uniqueness, interest, simpleness, and easiness factors. Among these factors,simpleness and structure showed the highest means; simpleness was the factor indicatingthe differences according to photo backgrounds. Sensibility factors affecting attitudetoward online shopping malls were uniqueness in the case of no background, interest inthe case of indoor background, and upscale in the case of street background photo.
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