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Online product presentation: the effect of product coordination and a model's face

Jungmin Yoo (Department of Interior Design and Merchandising, College of Human Ecology, East Carolina University, Greenville, North Carolina, USA)
Minjeong Kim (Department of Design and Human Environment, Oregon State University, Corvallis, Oregon, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 23 March 2012

2636

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

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