Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Mobile Image Exaggeration on Product Attitude

모바일 쇼핑에서 제품착장사진 왜곡이 소비자의 상품태도에 미치는 영향

  • Yoon, Namhee (Trendlab506 Inc.) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2015.05.06
  • Accepted : 2015.06.17
  • Published : 2015.06.30
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Abstract

This study investigated how the image exaggeration influence consumer attitude toward product in mobile shopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirror effect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the image exaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicity between exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between two variables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on product attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity, conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was significant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggeration had no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of the exaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and product attitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significant moderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, image exaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positive effect on product attitude. This result indicated that the positive exaggeration effects existed when images were aesthetically appealing.

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References

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