Online product presentation: the effect of product coordination and a model's face
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 23 March 2012
Abstract
Purpose
The purpose of this paper is to examine the effects of product coordination and a model's face on consumer responses in terms of affective states, perceived amount of information and purchase intention.
Design/methodology/approach
The design of the study was a 2 (product presentation: coordinated vs uncoordinated) × 2 (model's face: present vs absent) between‐subjects design. A convenience sample of 243 college students participated in a web experiment.
Findings
The results suggest that complementary apparel items should be coordinated together (e.g. pairing t‐shirt and pants together on a model) on the web sites to produce favorable consumers' shopping outcomes. However, contrary to prior research findings, consumers perceived more information when no model's face was present with the product than when an attractive model's face and body were shown together.
Research limitations/implications
This study used a convenience sample of college women. Thus, future research needs to include a more diverse group of e‐shoppers to enhance generalizability of the findings.
Practical implications
The findings of the study provide useful insights that apparel e‐retailers can utilize to develop more effective e‐retailing web sites. Based on the findings, product coordination without a model's face is recommended for e‐retailers.
Originality/value
Overall the paper's findings provide empirical support for the Stimulus‐Organism‐Response (S‐O‐R) model and the ensemble effect.
Keywords
Citation
Yoo, J. and Kim, M. (2012), "Online product presentation: the effect of product coordination and a model's face", Journal of Research in Interactive Marketing, Vol. 6 No. 1, pp. 59-72. https://doi.org/10.1108/17505931211241378
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited